The Macy's Thanksgiving Day Parade has been on the upswing in the post-pandemic streaming era, and this year was no exception. The holiday staple for NBC and its streaming sibling Peacock reached a record 31.

The Macy’s Thanksgiving Day Parade drew its largest audience ever this year, according to NBCUniversal. The 98th annual event amassed 31.3M viewers Thursday across linear and digital platforms, which is up 10% from last year’s 28.

The parade averaged around 5 million more viewers than NBC's prime-time football broadcast. This article, NBC touts record TV audience for Macy’s Thanksgiving Day parade, was first published at The Desk.

The Macy's Thanksgiving Day Parade drew its largest cross-platform audience on record Thursday. NBC says 31.3 million viewers watched the parade on NBC and Peacock, based on preliminary Nielsen ratings and streaming figures from Adobe Analytics.

The 2024 Macy's Thanksgiving Day Parade set some viewership records over the holiday. The annual parade reigned in 31.3 million viewers across all platforms this year. That marks a 10% increase from viewership last year and stands as the biggest audience ever for the parade.