I've said for a while (and I still think this) that what is needed is a tax-like system, where your ISP account includes a 'content fee' which gets distributed through a royalty system. If you visit GS 10x a day, GS should get some small bit of money, a penny maybe. If you watch a movie online, that content owner gets a cut. I understand this is a complicated idea, implementation would be a challenge. But I don't see another way to really get a grasp on all of this. Ad-driven services like spotify (or subscription based, like Spotify-premium) have some potential, but as has been pointed out, they need to pay a much higher royalty, since they are replacing (in most cases) the purchase of music by a listener.
I like Spotify, just a couple of days ago, I listened to the single from Bob Mould's new album. I liked it, so I bought the album on iTunes, so I could listen on my (ancient) iPod. If streaming the whole album to an iPhone (which I don't have) were an option, I might not have bought it.
It's a very hard problem to solve. I go to the store with my boys (3 and 5) and they want to buy DVDs. If it's something that's on Netflix streaming, I say 'We can get that on netflix, let's buy something else.' But, of course, most of the shows they like are the ones they watch on netflix. So we end up buying episodes that haven't become available on netflix, of shows that are available on netflix (Curious George being a current favorite.)
I think netflix, spotify, etc, have great potential for opening up new markets for films, artists, etc. But there needs to be a percentage of that artist's content that isn't available for free. Or there needs to be a royalty that's high enough to provide a decent income to an artist with a good size, but still not mainstream audience.
Who knows the right path, but I don't think we're going to go back in time, so this needs to be resolved in a way that makes the future creation of music and film lucrative enough. Or we'll be entering the end of the creative economy, as someone around here put it.