As TV struggles to compete with streaming platforms, popular Aussie icons in media are finding it tough to bring in the ratings they once were in their heyday.

Some fans of breakfast morning shows are concerned that favourites such as Sam Armytage, Karl Stefanovic and Kerri-Anne Kennerley might be heading in a different direction career-wise if things don't improve.

Grant Denyer has also hinted that he might be done with appearing on the small screen, as the father-of-two has had enough.

"I'm lucky to have a wonderful career in TV," he wrote on Instagram.

"But I've also been super hungry to learn a completely different skill," he continued, telling his 158,000 followers he's training to become a pilot.

"It's bloody rewarding hitting the books and learning a completely different craft... and it's also just so damn dreamy playing above the clouds," he continued.

Denyer has been well known for his role on Family Feud, which had a 10-episode special announced for later this year.

Sam Armytage has also had fans questioning whether she is happy in her role as she is engaged and has faced fierce controversy as of late.

As her Sunrise co-host David Koch often refers to the television industry as "bullshit", this is an attitude that Armytage has had in the back of her mind as she admitted that she was a fan of lockdown.

"It's been a fantastic turning point… my private life is extremely happy so it's a wonderful time to press pause and assess what I'm doing. It's been very valuable," Armytage, 43, said.

Armytage is currently being sued for racial vilification after a 2018 on-air discussion about the Stolen Generation and was put on a four-day workweek as a result.

She has also announced her engagement to businessman Richard Lavender.

Kerri-Anne Kennerley is no stranger to controversy as well, as she faces criticism for her divisive opinions and getting annoyed at producers.

"[Production] really go, 'Now, you know, maybe, we don't want you to pull back, but you know, maybe,' and I go, 'Oh what the, so fire me!'" she revealed of the tension her strong opinions are causing.

She's also revealed that she "can't resist" make controversial comments, which included joking about running over climate change protestors.

Studio 10 launched in 2013 and has struggled to retain viewers, as they pulled 66,000 metro viewers in the last week of June and had a record low of 33,000 viewers in March.

"The show went from fan favourite and media darling to a show no one seems to care as much about any more," dishes one insider about the future of the show.

Today show legend Karl Stefanovic is also well aware that his days could be numbered at Nine.

In order to make the most of the $3 million contract which ends in December, Stefanovic now appears on Today, A Current Affair and 60 Minutes.

An insider revealed to Woman's Day that his expiry date is causing him stress, especially with a newborn.

"He's very worried about what's next in his career," says one friend.

"With a newborn and the 3 am starts he's endured for the better part of 15 years, anyone would want out of Today, but where would he go?"

Despite Karl favouring the flexible hours of 60 Minutes, an episode that including his report on a conman Peter Foster saw figures drop 32 per cent from the previous week.