Holly’s net worth is somewhere between £10 million and £12 million, built up over two decades through TV fees, a string of brand deals, and her own businesses. But her production company’s books have taken a proper hit since she walked away from This Morning.
In recent times, Holly Willoughby’s net worth and life now are in the limelight because, honestly, even though she’s barely popped up on our screens in over a year, the money story is still wild.
From a teenage modelling scout spotting her at the Clothes Show Live in Birmingham to becoming the highest-earning daytime TV queen in Britain, Holly’s bank balance has had quite the rollercoaster ride lately.
Holly Willoughby’s Earnings Breakdown
| Detail | Amount |
|---|---|
| Net worth | £10–12 million |
| This Morning salary | £730,000/year |
| Roxy Media profit (2025) | £118,613 |
| Dancing on Ice fee | £200,000/series |
| I’m A Celebrity fee | £500,000 |
From Teen Model to TV Royalty
Holly was just 14 when scouts spotted her at the Clothes Show Live and signed her to the agency Storm. Cue years of teen mag covers in Mizz and Just Seventeen, then a foot in the telly door in 2000 with CITV’s S Club TV, as per Hello Magazine.
By 2004 she was co-presenting Ministry of Mayhem, and the rest, as they say, is history. Fourteen years later, she’d become the face of This Morning alongside Phillip Schofield, and that’s really where the serious money started rolling in.
What Was Holly Actually Paid on This Morning?
Towards the end of her run, Holly was reportedly pocketing £730,000 a year for fronting the show, according to The Sun. Not bad at all. But it wasn’t always like that. Back in 2017, it came out that Holly was earning a third less than Phillip, taking home £400,000 to his £600,000. Once that imbalance came to light, bosses gave her a £200,000 pay bump to level things out finally.
She didn’t hold back when asked about it either. Speaking to The Sun, Holly said, “I think it’s outrageous, I mean, there’s no reason for it at all. If you have two equally qualified people who have been doing something for the same amount of time, then there is absolutely no excuse.”
She also admitted she genuinely had no clue what Phillip was on: “Do you know what? I have no idea. We’ve never spoken about it. The thing is, it’s a really difficult question to answer because I think you have to trust in your employer, really. You have to trust that they respect you in that way, and I would hope our employer would respect me.”
Dancing on Ice, the Jungle, and All the Other Pay Cheques
Holly’s thought to bank around £200,000 per series of Dancing on Ice, which she now hosts with Stephen Mulhern after Phillip’s ITV exit. Her three-week jungle stint covering for Ant McPartlin on I’m A Celebrity back in 2018 reportedly earned her £500,000, working out at roughly £23,000 a day. Not a bad daily rate for being covered in bugs.
Add in £150,000 a series for Celebrity Juice, plus fees from Freeze The Fear and The Voice, and you can see why her bank balance grew so fast. Her Netflix gig with Bear Grylls, Celebrity Bear Hunt, reportedly netted her £1 million, though sadly the show got axed after just one series in early 2025.
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Roxy Media: The Company That’s Taken a Tumble
Here’s where things get a bit grim. According to Heart, Holly and her husband Dan Baldwin run a production company together called Roxy Media, set up back in 2009. While she was still on This Morning, it was thriving; profits hit £1 million in 2016, £1.4 million in 2017, and peaked at £1.5 million in 2021.
Since she left ITV, though, it’s been a steep slide. Companies House records show losses of £840,397 in 2023, then £51,020 in 2024, and now a further £114,245 loss for 2025, bringing the company’s net worth crashing down to just £118,613, about half what it was the year before. Bills have also shot up, rising to £704,825 from £469,214, as reported by The Sun.
Brand Deals Are Still Active
This is really where Holly’s money has kept flowing even without a regular TV slot. She’s been the face of Garnier for over a decade, fronting their Nutrisse hair dye campaigns. There’s also her long-running tie-up with Dunelm Mill for home furnishings, plus past and present deals with M&S, Beauty Pie, Diet Coke, Oral-B and BHS.
In 2025, she signed with footwear brand Grenson to launch her boot range, riding off the back of boots she wore on I’m A Celebrity in 2018 that sold an eye-watering 400 pairs an hour when they dropped.
Wylde Moon and the Book Deals
Holly launched her lifestyle brand Wylde Moon in 2021, often compared to Gwyneth Paltrow’s Goop. PR expert Hayley Smith told Metro at the time it could earn Holly anywhere between £6 million and £12 million in its very first year, thanks to her huge following and influence.
On top of that, she’s co-written 15 children’s and parenting books with sister Kelly, selling over 250,000 copies and pulling in around £2.5 million altogether.
What’s Next?
Word is Holly’s quietly plotting a comeback, possibly her own YouTube channel and a primetime hosting gig, with insiders saying she’s been reaching out to mates like Emma Bunton, Christine Lampard and Fearne Cotton for advice.
Whatever happens next, between the brand deals, the books and her past TV fees, Holly Willoughby’s fortune is still very much intact, even if Roxy Media’s books are looking a bit sorry for themselves right now.
FAQ’s
Q. What is Holly Willoughby’s net worth?
A. Holly Willoughby’s net worth is estimated between £10-12 million, built up over two decades through TV fees, brand deals, and her own businesses.
Q. How much did Holly earn before leaving This Morning?
A. Holly reportedly earned £730,000 a year on This Morning before stepping away from the show in 2023.
Q. What is Roxy Media?
A. Roxy Media is a production company run by Holly and her husband, Dan Baldwin, set up in 2009. Its profits have fallen sharply since Holly left This Morning, dropping to just £118,613 in 2025.
Q. How much does Holly earn from Dancing on Ice?
A. Holly is thought to earn around £200,000 per series for hosting Dancing on Ice.
Q. How much did Holly earn from I’m A Celebrity?
A. Holly reportedly earned £500,000 for her three-week stint on I’m A Celebrity in 2018, working out to roughly £23,000 a day.
Q. What brand deals does Holly currently have?
A. Holly currently has brand deals with Garnier, Dunelm, M&S, and Grenson (for her boot range).
Q. What is Wylde Moon and how much does it earn?
A. Wylde Moon is Holly’s lifestyle brand launched in 2021, which was tipped to earn between £6-12 million in its first year.
Q. What is Holly Willoughby planning next?
A. Reports suggest Holly is working on a possible YouTube channel and a new primetime TV hosting role.
Sources & References:
- Hello Magazine – Holly was seen on the cover of CITV’s S Club TV in the year 2000.
- Heart – Holly and her husband Dan Baldwin run a production company together called Roxy Media.
- The Sun – Holly was getting £730,000 a year from “The Morning Show”.
- Daily Mail – Holly has past and present deals with M&S, Beauty Pie, Diet Coke, Oral-B and BHS.
