The future of Virtual Reality might not lie with PS4 VR.
Bad news PlayStation - the future of virtual reality is video, not gaming.
That's the verdict of a report by tech and media analysts Ovum, who say that by 2020 we'll be spending £6.7billion on VR as consumers.
Earlier this year, Sony released the PlayStation VR headset for gamers.
It's already 'on track' with impressive sales and boasts an impressive array of launch games that immerse you into the action with the 360degree unit on your head.
But while PS VR is doing well, long-term the belief is virtual reality will only really be a mega hit in film and video.
Ovum said the least interactive VR application - movies - will eventually "lead content revenues".
And there is huge opportunity for fledgeling film firms to cash-in and make a name for themselves by leading the VR interactive movie revolution.
Paul Jackson, Principal Analyst at Ovum said: “Video content has a more universal appeal and is easier to create than games, and typically works on more VR headsets meaning that once broadcasters, rights holders and streaming services start to monetize VR video it will quickly eclipse any consumer spend on VR games.”
He reckons firms like Netflix can dominate VR in future by filming new shows and movies that put the viewer in the heart of the action.
It'll give them unprecedented thrills and chills as they're immersed in horror films, action hits and intense dramas.
And he reckons sport will be a key field in pushing the VR experience in future.
Companies like Sky Sports could capitalise on the technolgy by offering pitchside video of big football matches, F1 races and tennis games.
Jackson added: “Games and interactive experience use the full power of VR, but video is just more accessible for most consumer – plus it’s great for sports and event coverage.
"That’s why it will dominate consumer spending, once we’re past the current initial early adopter stage of headsets.”