The Roblox audience: how to write it into a media plan

“Audience: 9–16, metaverse” in a Roblox media plan is an admission that nobody opened the data. Here is what belongs in that section so the plan survives its first serious question.

The official figures and where they come from

Roblox Q2 2026 results, published 30 July 2026:

• 123 million daily active users, up 10% year over year
• 29 billion hours engaged, up 5%
• age split among users who completed an age check: 35% under 13, 38% aged 13–17, 27% aged 18 and over

The caveat that makes or breaks the numbers

Age checks covered 57% of daily users at quarter end. The split therefore describes a bit over half the base, and strictly speaking we know nothing about the rest. In a media plan that is one line: “split across the age-checked population, 57% coverage”. Anyone presenting those percentages as a portrait of all 123 million either skipped the report or is counting on you to skip it.

Where the audience is moving

Roblox reported daily users aged 18 and over up 32% year over year, with their hours up 27%. In the US, the 18-to-34 cohort is growing at around 40% a year. The platform is ageing upward faster than it is growing: total audience up 10%, adult audience up 32%.

For planning, that retires the “it’s all children” objection and explains why bidding against adults costs more — advertisers moved there first.

The constraint that changes format choice

Hours are growing slower than users: 5% against 10%. Average session time is compressing. Practically, formats that demand long engagement work less well than they used to, and the first ninety seconds inside your world decide the visit.

Ad inventory skews older than the platform

To carry ads, a world’s owner must be 13 or older, the account must be ID-verified with two-factor authentication enabled, and the experience must pass a maturity and compliance questionnaire and clear 2,000 unique monthly visitors. The worlds where you buy media are a filtered slice of the platform, and on average an older one.

What to write

Three lines instead of one:

1. Core: 13–17 plus 18+ account for 65% of the age-checked base; split across 57% coverage; source Roblox Q2 2026 results.
2. Trend: 18+ daily users up 32% year over year.
3. Constraint: under-13s are 35% of the age-checked base, which sets chat settings, moderation and permitted themes.

Add a fourth line naming the behaviour you are buying — an impression, a teleport, or a day-seven return. Without it the audience section only describes people; with it, it commits to an outcome.