Holly Willoughby is said to be on the verge of announcing her departure from This Morning in order to pursue more primetime TV roles.

The 39-year-old's future on the show - as well as that of her long-time presenting partner Phillip Schofield - has been subject of rumours for several months, although both have insisted that they will not be departing anytime soon.

The fresh speculation about her impending exit comes in The Sun, which claims that Willoughby is looking to strike a better life-work balance with her young family.

"Holly is unique in that women like her and want to be her friend and men are attracted to her as she's so beautiful. She has universal appeal," a friend told the newspaper.

"Being a working mum-of-three means parents can relate to her, and she seemingly understands everyday struggles.

"While she loves This Morning, her four-day-a-week live TV stint is a huge drain on her time and requires a lot of energy, plus she's been doing it for 11 years now."

Earlier this year Willoughby quit her role on Celebrity Juice after 12 years in order to spend more time with her children.