ABC News is considering significant changes to its morning program "Good Morning America" (GMA) following a loss of its longtime ratings lead to NBC’s "The Today Show" during the 2025-26 television season. According to available data, "GMA" averaged 2.8 million total viewers and 477,000 in the key 25-54 age demographic, while "Today" drew 2.9 million viewers overall and 612,000 within the same demographic. This marks the first time since the 2011-12 season that "Today" has ranked first in the morning show ratings.
Several factors contributed to NBC’s resurgence, including a notable ratings boost tied to co-host Savannah Guthrie’s widely reported family story earlier this year, as well as extensive coverage of high-profile events like the Winter Olympics and the Super Bowl. In contrast, sources close to "GMA" cite internal challenges that may be affecting the show’s appeal, particularly the absence of the three primary co-hosts—Robin Roberts, Michael Strahan, and George Stephanopoulos—not frequently appearing together on set. An ABC insider noted the trio "is never in the studio at the same time," with one or more hosts often away on vacation, assignment, or other projects.
Behind-the-scenes tensions among the anchors have also been highlighted. According to one source, Roberts and Stephanopoulos have a notably fraught relationship, with reported mutual dislike, while Roberts is said to harbor jealousy toward Strahan. Such dynamics are believed to be problematic at a time when strong on-screen chemistry is critical for maintaining viewership. The high salaries of the three anchors, reportedly each exceeding $15 million annually, are viewed as another pressure point, prompting concerns from ABC’s parent company, Disney, which is aiming to reduce costs.
Despite these reports, another insider defended the current anchor team, describing them as "the longest-running anchor team" and "the best at what they do," suggesting loyalty to the established group persists within the production.
Network leadership is reportedly paying close attention to the ratings slump. ABC News President Almin Karamehmedovic has been described by sources as "very concerned" and actively involved in addressing the issue. Executive Producer Simone Swink’s future with the show is reportedly uncertain if ratings do not improve, although some insiders defend her leadership, calling her one of the network’s most respected executives.
Critics within and outside the program have pointed to an increasing reliance on sponsor-driven content under Swink’s tenure, which some say has diluted the show's traditional appeal. While product placements and promotions have long been part of "GMA," sources claim recent segments have leaned heavily toward advertising Disney-related ventures, including movies, product launches, and cruise lines. A former executive described the show as becoming "unwatchable" and "unrecognizable" due to this commercialization.
Representatives for ABC News and "Good Morning America" declined to comment on the reported developments.