The programme features a variety of news, showbiz, fashion, health and beauty, lifestyle, home and garden, food, tech, live phone-ins, and competitions.

An industry insider believed the idea would not work and would be pulled by Christmas 1988, but despite This Morning being launched with no publicity, its ratings quickly rose to a daily average of two million viewers.

In 2001, This Morning covered new ground by showing a gay partnership celebration live,[8] and a 2008 interview with Kerry Katona slurring her words also attracted coverage.

Presenters included Jeff Brazier (2013–2014), Jenni Falconer (2013–2014), Stephen Mulhern (2011‍–‍2014), Rylan Clark (2013–2014), Emma Willis (2012–2014), Coleen Nolan (2010‍–‍2012), Samanthi Jayawardena (2010–2012) and Matt Johnson (2010‍–‍2013).

[18] On 27 August 2015, This Morning broadcast the remaining weeks' shows from the South Bank due to the main studio having a revamp ready for the new series on 1 September.

[27] From 6 January 2020, the programme was extended by 30 minutes following a live handover from Lorraine, which saw the show start at the earlier time of 10:00 as part of changes to the ITV daytime schedule.

[29][30] In June 2022, amid the Platinum Jubilee of Elizabeth II, Schofield and Willoughby hosted an episode of This Morning at Buckingham Palace.

[35] The following month, Leslie's contract on This Morning was terminated after television presenter Matthew Wright named him as the man who allegedly raped Ulrika Jonsson.

In December 2020, it was announced that Holmes and Langsford were being replaced on Fridays by Dermot O'Leary and Alison Hammond, but would remain in their school holiday presenting slot.

On 20 May 2023, Schofield agreed to step down from This Morning with immediate effect after more than 20 years following reports that his relationship with co-host Holly Willoughby had come under strain.

[43] After Willoughby's departure left the show without a main host for the first time in over 35 years, a number of presenters were tried out on This Morning, including Steve Jones, Andi Peters, Ben Shephard, Rochelle Humes, Rylan Clark, Cat Deeley, Sarah Ferguson, Emma Willis, Christine Lampard, Mollie King, Lisa Snowdon and Siân Welby.

[44] Amid the Jimmy Savile sexual abuse scandal on 8 November 2012, Phillip Schofield and Holly Willoughby interviewed then Prime Minister David Cameron.

During the interview, Schofield presented Cameron with a list he had obtained from the internet of five people named as paedophiles in connection with the North Wales child abuse scandal.

ITV's director of television, Peter Fincham, said that Schofield was "wrong" in confronting Cameron and said that the broadcaster had agreed to co-operate fully with government regulator Ofcom's investigation into the matter.

Producers set a series of challenges for former Made in Chelsea cast member Georgia Toffolo that included completing tasks required of staff in KFC and a sewage works.

"[53] Viewers argued that the pair had been more critical when interviewing Jeremy Corbyn, who faced repeated calls to apologise for accusations of antisemitism in the Labour Party.

When a contestant failed to provide the qualifying passcode on air This Morning ended the phone call, prompting Willoughby to say, "Well, we're not going to make Joyce's dreams come true.

[60] British politician Mary Kelly Foy tweeted:I'm disgusted that @thismorning have used people being unable to afford their energy bills as some kind of twisted gameshow.

[63] On 17 September 2022, Schofield and Willoughby drew criticism for not joining The Queue with the public, when filming for This Morning at the lying in state of Queen Elizabeth II in Westminster Hall.

Social media users contrasted this with the actions of former prime minister Theresa May and other celebrities including David Beckham, Susanna Reid and Tim Vine, all of whom queued for many hours with members of the general public.

Following months of speculation about his private life,[66] and widespread reports of a feud with Willoughby,[67] Schofield presented This Morning for the last time on 18 May 2023, after more than 20 years in the role.

[68] Two days later, he announced his departure from the programme with immediate effect, saying: "ITV has decided the current situation can't go on, and I want to do what I can to protect the show that I love.

[67] In a statement to the Daily Mail on 26 May, Schofield admitted that, before leaving his wife in 2020, he had carried on an extramarital affair with a younger male ITV co-worker.

[77] Elton John said that "If it was a straight guy in a fling with a young woman, it wouldn't even make the papers" while Jeremy Clarkson said "It seems to me he is only guilty of being what he said he was: gay.

[80] Following his resignation, he gave separate interviews to BBC's Amol Rajan and The Sun in June 2023, in which he apologised to the co-worker for bringing the "greatest misery into his totally innocent life."

He said his career was over; said he had "lost everything" and felt "utterly broken", embarrassed and ashamed;[81] and claimed that if not for his daughters Ruby and Molly guarding him, he would have attempted suicide.

[81][82] Although he acknowledged the age difference, Schofield said he believed homophobia was a factor in the media coverage, suggesting that an affair with a woman would not have created such a scandal.

"[87] Stating that it was "deeply disappointed by the admissions of deceit" made by Schofield, ITV severed ties with him,[88] and instructed a King's Counsel to carry out an external review of its handling of the incident.

[94] As a result of the controversy, ITV in October 2023 began requiring all workers at the network – including staff, consultants, contractors, freelancers, apprentices, and individuals on work experience – to disclose all personal relationships with colleagues.

[105] Questions over safeguarding and complaint handling by ITV have been raised generally and on 14 June Carolyn McCall answered to MPs on the Culture, Media and Sport Committee.