Good Morning Britain launched on 28 April 2014, with four main presenters – Susanna Reid, Ben Shephard, Charlotte Hawkins and Sean Fletcher. In-depth news stories were presented, as well as shorter bulletins and headline updates. Sports news was also featured with Fletcher, and Shephard also contributed when Fletcher was unavailable. Weather bulletins are presented by Laura Tobin, with Alex Beresford standing in when Tobin is unavailable. Entertainment news is delivered by Richard Arnold.

Reid, Shephard and Hawkins all presented four days a week, with Fletcher presenting every day. When Reid was absent, Hawkins took her place. Hawkins, in turn, was substituted by Kate Garraway or Ranvir Singh when off or sitting in for Reid. John Stapleton would present in place of Shephard when the latter was unavailable.

Between 13 June and 11 July, the team reported on the 2014 FIFA World Cup with Fletcher live from Brazil with highlights and reactions. They also utilized special graphics and music adapted especially for the event.

On 23 November 2015, Piers Morgan joined the team as a permanent presenter, following his earlier guest week. A few days later, the programme’s political editor Sue Jameson left the show, to move to Australia.

On 28 June 2018, the network aired a one-off special entitled Good Evening Britain, which aired live at 9:15pm in primetime on ITV following the England vs. Belgium World Cup football match. The presenters had live reaction from the match, engaged in debates and provided analysis of England’s performance and the match overall. Tweaked titles, music and graphics were produced for this one off special. Guests included Danny Dyer, Pamela Anderson and Jeremy Corbyn.

On 6 January 2020, an extra 30 minutes was added onto the show, which now sees the show extended to 9:00am, with 6:00am-6:30am presented by Charlotte Hawkins, Ranvir Singh or Kate Garraway with the top stories, joined at 6:30am by Piers Morgan and Susanna Reid, with Ben Shephard presenting instead of Morgan on Thursday and Friday & Garraway instead of Reid on a Friday.

On 8 March 2021, the programme came under fire for remarks made by Morgan following the US broadcast of the Oprah with Meghan and Harry interview. In the interview, Meghan, Duchess of Sussex stated that there were periods of time that she “didn’t want to be alive anymore”. Morgan did not believe this, stating “I don’t believe a word she says, Meghan Markle. I wouldn’t believe her if she read me a weather report.”

On 9 March, the morning after the UK airing of the interview, Morgan walked off the show, following weather presenter Alex Beresford’s alternative narrative for Morgan’s behaviour. An Ofcom investigation was also announced the same day, for a potential breach of their harm and offence rules. It had received 57,121 complaints as of 17 March 2021, making it the most complained about programme since the formation of Ofcom in 2003.

Later the same day, it was announced by ITV plc that Morgan had “decided it was the time to leave” Good Morning Britain and would be doing so immediately. Morgan stated the following day that he had “had time to reflect” on his comments on the programme and still didn’t believe what Meghan had said, citing his right to “freedom of speech”.