ABC News is contemplating significant changes to “Good Morning America” after it recently lost its top ratings position to NBC’s “The Today Show,” according to sources.
In the 2025-2026 broadcast season, “GMA” attracted 2.8 million total viewers and 477,000 in the key 25-54 demographic. In contrast, “Today” pulled in 2.9 million viewers overall and 612,000 in the same demographic. This marks the first time “Today” has topped the ratings since the 2011-12 season, a period when it was co-hosted by Matt Lauer and Ann Curry.
The ratings drop for “GMA” may have been exacerbated by a surge in interest for “Today,” due in part to viewers following co-host Savannah Guthrie’s personal family situation involving her missing mother. Additionally, “Today” benefited from NBC airing significant events like the Winter Olympics and the Super Bowl this year.
Sources within ABC pointed out that co-hosts Robin Roberts, Michael Strahan, and George Stephanopoulos seldom appear together in the studio. It seems that scheduling conflicts, vacations, or individual assignments keep them apart, which negatively impacts their viewer engagement. One insider remarked, “Anchors are the No. 1 reason people watch,” emphasizing the importance of chemistry among them. However, tensions reportedly exist between Roberts and Stephanopoulos, with the source noting there’s animosity and jealousy within the group. “They can’t afford to keep all those anchors,” they added.
While their exact salaries are unclear, it’s believed each host earns over $15 million annually. The ongoing negative dynamics off-screen have become more significant as ratings decline and parent company Disney seeks to cut expenses. “They’re going to need to cut their salaries significantly — and no one wants to take a pay cut,” an insider said.
On the other hand, another source defended the trio, stating they are the longest-running anchor team and excel at their jobs, which is evident to viewers. ABC News president Almin Karamehmedovic is reportedly “very concerned” and “very hands-on,” with speculation that executive producer Simone Swink might be in jeopardy if improvements aren’t noted. However, a different source praised Swink, calling her one of the most valuable leaders at the network.
Under Swink’s leadership, however, there have been claims that “GMA” has lost its competitive edge, leaning heavily on content driven by sponsorships that could deter viewers. One example cited was a September 15 segment featuring skier Lindsey Vonn, where she discussed her recovery process and promoted a specific drug during her appearance on the show. Critics have stated that such segments, while labeled as sponsored, often blur lines with true editorial content, creating a sense of discomfort about the commercialization of the program.
Many insiders have expressed concern over the increasing commercialization of “GMA” as segments have also begun to promote products, movies, and experiences associated with Disney. One former executive remarked, “There’s too much Disney synergy. Too much commercialization,” indicating a feeling that the show has become less enjoyable and recognizable.
ABC News and “GMA” representatives declined to provide comments on these developments.
