New York, NY – The Macy’s Thanksgiving Day Parade attracted a record-breaking 31.3 million viewers this year, continuing its trend of increased viewership in the post-pandemic streaming era. The parade, which has become a holiday staple for NBC and its streaming partner Peacock, featured the 98th edition of marching bands, Broadway troupes, celebrities, floats, and giant inflatable balloons parading through Manhattan.
This year’s live airing on NBC alone from 8:30 a.m. to noon ET drew an impressive 23.6 million viewers, making it the most-watched entertainment special on linear TV since 2020’s Academy Awards telecast on ABC. The parade’s total viewership increased by 10% from the previous year, with streaming hours on Peacock rising by 26%, according to NBC.
“The Macy’s Thanksgiving Day Parade is a tradition like no other, and it was a joy to see a record number of viewers tuning in across NBC and Peacock,” said Jen Neal, executive VP of live events and specials for NBCU Entertainment. “It marks the beginning of the holiday season and is a tradition that we are thrilled to be a part of with our partners at Macy’s.”
In addition to the parade, the National Dog Show presented by Purina also saw an increase in viewership, with 12.2 million viewers across all platforms—an increase of 5% from the previous year. The high turnout for both events contributed to a successful Thanksgiving for NBC.
The live telecast of the parade averaged a 5.4 rating in the adults 18-49 demographic, the highest for an entertainment telecast since 2021’s “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest” on ABC. The success of the Macy’s parade is credited to its ability to bring joy and inspiration to viewers, marking the start of the holiday season each year.
Overall, NBC had a strong Thanksgiving day, with the special Thanksgiving edition of “Sunday Night Football” bringing in 26.6 million viewers, and “The Tonight Show Starring Jimmy Fallon” and “Late Night With Seth Meyers” both seeing their highest viewer numbers since the previous year. The Macy’s Thanksgiving Day Parade broadcast was produced for NBC by Silent House Productions, with Baz Halpin, Mark Bracco, and Linda Gierahn serving as executive producers. Sacha Mueller is the co-executive producer.