When we talk about the future of entertainment we usually think about ‘the products and content we like’. But the last few months have thrown our usual consumer choice behaviour up in the air. What might the future look like? What might be the outcome be in the battle between subscription, ad supported, and transactional models? And why should we care? Chris Auty, Head of the Creative Business for Entrepreneurs and Executives and Producing courses at the NFTS, explores