Adweek reports multiple statistics showing that “adult women are now the largest video-game playing demographic, taking over from teen boys, per the Entertainment Software Association.”

Indeed, a recent post from Gautam Ramdurai, insights lead, pop culture and gaming at Google supports that finding: “YouTube data tells us that both men and women are spending more time per video with gaming than in any other content area. Women, however, are spending slightly more time watching each gaming video than men are. And to further shatter social stereotypes, millennial females actively comment on, like, and share more gaming content than they do cooking/recipe content, according to Tubular Labs data from December 2013.”

Adweek writes: “Research firm IDC seems to support YouTube’s data, reporting that 45 percent of eSports fans (who either watched an event online, attended in person or competed in one) were women.”

The report continues, offering that these findings are just another reason that marketers increasingly look to gaming: “No wonder more brands are investing in the video game sector. In December, Coca-Cola invited top competitive gamers to livestream Mario Kart 8 on Twitch for charity. Coke has also sponsored content on mobile game QuizUp. In October, Pizza Hut was a principal sponsor of the eSports Defense of the Ancients 2 competition at Madison Square Garden, broadcast on Twitch. The gaming platform, owned by Amazon, has also landed event sponsorships with Foot Locker and Axe.”

Said Lewis Ward, IDC gaming research director: “Ten years from now, the next great global sports leagues will not be played on soccer pitches—it will be online.”