Referring to Figure 3.1, at the current price of entertainment of $10 per month, the quantity demanded is 20 million subscriptions. If the price of entertainment were $11 or $12 per month, the quantity demanded would be 19 or 18 million subscriptions respectively.

Market demand curve _'L \\ __________.________ _I. C Price ($ per month) 0 19 20 Subscriptions (millions per month) Figure 3.1 Calculating ownprice elasticity