Roblox (RBLX) Stock Is Down 33% — Can Roblox Plus and Age-Based Accounts Turn It Around?

TLDR

• Roblox is launching Roblox Plus, a $4.99/month subscription offering Robux discounts and platform perks, launching April 30, 2026.
• New age-based account tiers — Roblox Kids (5–8) and Roblox Select (9–15) — roll out in June with stricter controls.
• Bookings grew 55% for full-year 2025 and 63% year-over-year in Q4, with ~37 million monthly unique payers.
• The 18+ user cohort is growing over 50% year-over-year and generates ~40% higher monetization than younger users.
• RBLX stock has dropped 33% over the past three months, and carries a Zacks Rank #4 (Sell).

Roblox is making two big moves at once. The company announced a new monthly subscription plan and a revamped account structure for younger users, both aimed at improving the platform’s long-term health.

Roblox Corporation, RBLX

Roblox Plus launches April 30, 2026, priced at $4.99 per month. Subscribers get a 10% discount on Robux purchases, rising to 20% after three consecutive months. The plan also includes free unlimited private servers, fee-free peer-to-peer Robux transfers, and enhanced Marketplace benefits.

Roblox said it will absorb the cost of those discounts itself. The plan also opens new doors for creators, who will be able to offer subscription-based experiences — a meaningful extension of how money flows through the platform.

The subscription push comes as Roblox reported bookings growth of 55% for full-year 2025 and 63% year-over-year in Q4. Monthly unique payers reached nearly 37 million. That’s a strong base to launch a recurring revenue product into.

Age-Based Tiers Add Structure

Starting in June, Roblox is splitting its platform into age-defined versions. Roblox Kids targets users ages 5 to 8, limiting access to a small set of games with chat turned off by default. Roblox Select is designed for ages 9 to 15, with a wider game library and limited communication tools.

Users who don’t verify their age will be placed in the most restricted tier. Developers building for younger audiences will need to pass ID checks and meet stricter content rules.

Chief Safety Officer Matt Kaufman described the goal as creating “safer and more civil” experiences. The changes come as Roblox faces ongoing lawsuits and scrutiny over platform safety, while regulators in multiple countries tighten rules around minors online.

The structural shift does carry near-term cost. Roblox will need to spend more on age verification, content review, and enforcement. The company is already operating at a loss despite $1.4 billion in Q4 2025 revenue.

Monetization Opportunity in Older Users

One figure stands out in Roblox’s own the 18-and-over crowd. That cohort grew more than 50% year-over-year and spends about 40% more than younger users. Roblox Plus looks squarely aimed at capturing more of that value.

The platform currently runs over 400 AI models, supporting content discovery, creator tools, and safety systems. Those investments are quietly underpinning both the subscription rollout and the age-tier infrastructure.

From a valuation standpoint, RBLX trades at a forward price-to-sales multiple of 4.12 — well above the industry average of 2.04. The Zacks consensus estimate points to a 4.6% year-over-year decline in 2026 earnings.

Wall Street is split. Roblox holds a Moderate Buy consensus from 23 analysts, with an average price target of $107.86 — implying 94% upside from current levels. However, Zacks rates it a Sell (Rank #4), and the stock is down 33% over the past three months versus an 18% drop for the broader industry.

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