Driven by consumers’ craving for richer media experiences, the big-screened smartphones will emerge as the dominant form factor by October of next year, according to a fresh forecast from Flurry.

During this past holiday season, 27% of all new activated devices were phablets, while a whopping 50% of all activated Android devices were phablets, according to the Yahoo-owned mobile analytics and monetization firm.

“Phablets have become the unstoppable media consumption device,” Simon Khalaf, SVP of product and engineering at Publisher Products at Yahoo, notes in a new report. “It appears that the cable industry will find in the phablets -- and its apps -- its long-awaited digital nemesis.”

From 2014 through 2015, the time users spent on their phablets grew by a staggering 334%. By contrast, average time spent on medium sized phones grew by 85%; time spent on small tablets grew by 81%; time spent on full-size tablets increased by 26%; and time spent on small phones grew by a mere 8%.

Albeit late to the game, much of the growth is due to Apple’s entrance into the phablets space with the launch of its iPhone 6S and 6S Plus.

Separately, Flurry found that app usage continues to slow among consumers. In 2015, overall app usage grew by 58% -- down from 76% in 2014 and 103% in 2013.

Among other declining categories, usage growth of lifestyle and shopping apps declined from 174% to 81% between 2014 and 2015.

Also of note, the majority of that growth rate came from existing users versus new users. In 2015, Flurry estimates that 40% of the 58% total growth in app sessions came from existing users -- compared to 20% in 2014, and 10% in 2013.