Holly Willoughby returned to This Morning on Monday after an extended half-term but viewers claimed they'd heard the speech she delivered addressing the Phillip Schofield affair scandal before.
At the beginning of the programme, Holly gave a speech about Phillip as she struggled to hold back tears.
Some This Morning viewers pointed out the statement had similarities with a speech given by Jennifer Aniston's character Alex Levy in the opening episode of the hit AppleTV+ series The Morning Show.
The first season focusses on Alex as she handles the fall out of her co-anchor's sexual harassment scandal.
Alex began her speech by telling herself "stay strong" while Holly opened her speech by saying, "right, deep breath".
Holly said: "Firstly, are you OK? I hope so. It feels very strange sitting here without Phil and I imagine you might be feeling a lot like I have - shaken, troubled, let down, worried for the wellbeing of people on all sides of what's been going on, and full of questions."
In The Morning Show speech Alex checks in on viewers in a similar fashion and said: "And to you at home, I understand how you must be feeling because I and the whole team here at The Morning Show are feeling the same way."
Pointing out the similarities, one This Morning viewer tweeted: "Anyone else getting Jennifer Aniston 'the morning show vibes?"
"This is uncanny," agreed another and a third tweeted: "Feels like the morning show you guys need to be creative and create some original drama."
If you can't see the poll, click here
Last week, one fan took to Twitter to point out that Holly and Phillip made a cameo in The Morning Show, as they appeared in the background of a scene where Jennifer's character is in a row with bosses.
Posting the screenshot, one fan wrote: " Holly Willoughby is literally Jennifer Aniston in The Mornin Show. A show that they also featured in the background on... full circle moment? Or subliminal messages?" (sic)
Another said: "Sorry but I haven't seen anyone draw the obvious comparison between #TheMorningShow and #ThisMorning stuff - very on the nose?? Like everybody yapping about what ifs and who knew - it's all covered in season one pretty fantastically no?"
Holly's full speech on Monday's This Morning can be read here while Jennifer's speech on This Morning Show reads as follows: "Good morning. I'm bringing you some sad and upsetting news.
"Mitch Kessler, my cohost and partner of years, was fired today for sexual misconduct. All right. Stay strong. First and foremost, I want to offer our sympathy and support to the women.
"We are devastated that this happened on our watch, and our hearts are with you. And to you at home, I understand how you must be feeling because I and the whole team here at The Morning Show are feeling the same way. Shock, disappointment, disbelief.
"And while I don't know the details of the allegations, I understand that they were serious and that keeping Mitch on was not an option. We know he was part of our family, of your families. We will all miss that person. But there are consequences in life. As a woman, I can say there often aren't enough of them.
"And while I will miss the Mitch I thought I knew with all of my heart... I am proud to work on a network and live in a country that upholds consequences. So, please have patience with us as we find our footing in the next few days. We will bring you the news, as always. We will share any information we have with you. You are part of this family. And we will get through this together. We'll be right back."
