Matt Lauer is apparently asking for a $30m (£18.9m)-per-year salary to remain on NBC's Today Show once his current contract expires.
The news anchor's reported $17m (£10.7m) contract with NBC runs out in December and he has in the past expressed uncertainty over whether he will continue hosting Today.
Sources close to Lauer have revealed to TMZ that he is now willing to stay with Today if he receives a $13m (£8.2m)-per-year raise.
The news comes two months after reports emerged that NBC was considering hiring American Idol's Ryan Seacrest to host Today if Lauer chose to leave.
Seacrest appeared to downplay the Today rumours at the recent TCA press tour when he said he "can't imagine life without American Idol".
If Lauer chooses to exit Today in December, it will mark the end of a 15-year era as the NBC morning show's host.
The journalist already retired his popular 'Where In The World?' travel segment in November after ten years of jet-setting around the globe.
A representative for Lauer has declined to comment on his reported salary demand.
