Ten years ago, Phoebe Waller-Bridge locked eyes with the camera and asked her audience: “Do I have a massive arsehole?” An unexpected punchline to a monologue about a booty call that went surprisingly – and literally – south, it announced Waller-Bridge as a new star of British telly. The half-hour comedy series Fleabag broke the fourth wall, and the internet. Its second season was even bigger, spawning countless thinkpieces discussing Andrew Scott as the “hot priest” and the sold-out Topshop jumpsuit worn by Waller-Bridge, which had a keyhole cutout revealing an aspirational slice of boob.
Both Fleabag and Waller-Bridge were praised for blazing a path that female showrunners and their feminist creations could later stomp down. It secured Waller-Bridge an exclusive deal with Amazon worth a reported $20m (£16m) a year. The show’s success certainly changed Waller-Bridge’s life. But, a decade on, as the British television industry has been reshaped by the rise of streamers, budget cuts and dwindling opportunities for new talent, how did it change TV?
