The global interactive media market will reach $105 billion by the end of 2017, a 10 percent growth over last year, and it exceeds $100 billion for the first time. SuperData’s latest report, “Trends and Insights On Games and Interactive Media 2017,” reveals that the market covering video games, virtual reality and gaming video content will be more digital, virtual and female than one might expect.

“The modern gamer is more than the young male stereotype,” SuperData VP of research and strategy Stephanie Llamas told AlistDaily. “Women are becoming increasingly active on PC and console, making up two-thirds of those markets in the US.”

SuperData predicts that worldwide games and interactive media revenue will reach $168.8 billion by the year 2020, comprised mostly of digital game sales ($123.5 billion). Additionally, mobile revenue will increase by $6.7 billion this year while PC and console combined will add another $1 billion to the mix.

“Mobile titles cater to diversity by offering folks everything from hardcore gameplay to puzzles that help pass the time,” said Llamas. “In a culture where consumers want to customize all aspects of their entertainment, the massive portfolio of mobile games out there gives people even more a la carte options.”

Digital console game sales are expected to reach $3.7 billion this year, but SuperData says not to ignore additional content such as DLC and expansions. Additional content for games will account for a whopping $4.1 billion in 2017, according to the company’s calculations.

VR is finally emerging from of the “gap of disappointment,” says the report, with total earnings expected to rise 106 percent over 2016. Gaming is the primary use of VR, but the company says location-based experiences are gaining traction—serving as a gateway to adoption. Games account for almost 70 percent of virtual software revenue. By 2020, players will spend $4.5 billion on immersive gaming—more than 20 times what they do today.

Contrary to what you might think, not all game fans pick up a controller. Many enjoy watching someone else play due to a streamer’s skill, entertainment value or just living vicariously through a talented esports champion.

In fact, game video content (GVC) is the new TV. SuperData found that more people watch GVC than HBO, Netflix, ESPN and Hulu combined and the audience for this content is twice the size of the US population.

GVC viewers in the US are split 54/46 male to female, with an average age of 33 and average annual personal income of $58,000. Tuning in after work seems to be the most popular time to consume this content, with 22 percent watching game-related streams on weekday evenings. Gamers aren’t morning people, it seems—weekend and weekday mornings are the least popular watch times at four and five percent, respectively.

With such a wide variety of consumers engaged in the interactive entertainment market, it may seem overwhelming but SuperData is confident there’s a demographic for everyone.

“Since gaming has proliferated the mainstream, brands not only have a chance to access consumers inside the titles themselves but also through ancillary gaming media such as esports and online videos,” Llamas said. “From MMOs, which largely cater to young males, to the social casino games, which mostly attract mature females, games give brands access to any target demographic.”