Whither traditional forms of delivering TV to consumers? The final death of what some like to call “linear TV” has probably been exaggerated as some analysts point out it’s way too early to say it’s over. But with that said, new research is underlining the trend toward more original programming choices coming from Netflix, Amazon and others as they give basic and premium cable networks a run for their content money.

“In what Netflix calls the era of internet TV, more and more consumers are watching content online, shaking the foundations of the traditional TV industry,” Tim Westcott, senior principal analyst at IHS Technology, observes. “However, it’s premature to declare that the era of linear TV is already over, and Netflix and Amazon have come hard on the heels of a boom in production of original drama and comedy by the likes of AMC and FX in the U.S.”

A soon-to-be released report by IHS Markit says that Netflix and Amazon have ramped up their investment in programming, spending $7.5 billion last year, which is said to be more than CBS, HBO, Turner and most countries, including South Korea and Australia. IHS also says that between 2013 and 2015, Netflix and Amazon more than doubled their annual expenditure on programming.

Of course, OTT services are not the only ones ramping up content choices for subscribers. The IHS report says there were 148 new scripted shows aired by basic cable networks in the U.S., up from 138 the year before and 96 in 2013. And in 2016 so far, there have reportedly been 113 scripted basic cable shows, compared to 78 on the networks, 31 on premium cable and 57 online. The research firm puts those numbers in context by stating that in 2012, there were three online scripted U.S. TV shows, and that number rose to 20 in 2014 and 41 in 2015.

“In 2013, Amazon spent $1.22 billion; that jumped to $2.67 billion in 2015,” the research firm reports. “In the same timeframe, Netflix spending rose from $2.38 billion to $4.91 billion.”

Westcott notes that the levels of investment from Netflix and Amazon are topped by Disney ($11.84 billion) and NBC ($10.27 billion). Other online platforms like Hulu and China’s Youku Tudou, iQiyi and Tencent have also increased their investment in original programming and acquisitions, according to IHS.