Macy's Thanksgiving Day Parade in 2025 Draws Record 34.3 Million Viewers on NBC and Peacock.

NBC announced on Friday that its broadcast of the 99th Macys Thanksgiving Day Parade drew an unprecedented audience. Preliminary Nielsen data indicate that 34.3 million viewers watched the parade on NBC and Peacock, marking the highest combined viewership in the events history. This represents an 8% increase over last year, with 2.5 million more viewers tuning in. Peacocks subscriber base has also grown by roughly 5 million over the past year, contributing to the higher streaming numbers.

The live broadcast at 8:30 a.m. ET attracted an average of 25.4 million viewers, making it the most-watched entertainment program in nearly seven years, surpassing the 2019 Academy Awards telecast on ABC. Among adults aged 18-49, viewership rose 13% compared to last year. This original telecast achieved the highest ratings for an entertainment broadcast in five years, since NBCs coverage of the 2020 parade.

Other Thanksgiving programming also saw strong numbers. The National Dog Show, presented by Purina, averaged 12.8 million viewers, a 4% increase over 2024. Late-night shows including The Tonight Show Starring Jimmy Fallon and Late Night With Seth Meyers recorded their largest audiences since the post-NFL episodes on September 4.

These historic ratings reflect how cherished the parade is by viewers, and we are thrilled to kick off the holiday season on such a high note, said Jen Neal, executive vice president of live events and specials at NBCUniversal Entertainment. She extended thanks to Macys for their ongoing partnership in producing this iconic event.

Sharon Otterman, chief marketing officer at Macys, commented, This years record-breaking audience demonstrates the creative excellence, technical precision, and storytelling ambition that Macys delivers. We are proud to present entertainment that highlights top talent and resonates culturally, setting a new standard for televised and streamed programming. As we approach the 100th parade, we remain committed to inspiring joy for millions nationwide and exceeding expectations year after year.

The parade coverage was hosted by Savannah Guthrie, Hoda Kotb, and Al Roker. Highlights included traditional floats, marching bands, and giant balloons, alongside performances from Cynthia Erivo, Lil Jon, Busta Rhymes, Jonathan Groff, Ciara, Jewel, Foreigner, Teyana Taylor, EJAE, Audrey Nuna, and REI AMI of KPop group HUNTR/X of KPop Demon Hunters.

Author's Analysis: Record Viewership Signals Strong Parade Appeal

The 99th Macy's Thanksgiving Day Parade has set a new benchmark in broadcast and streaming viewership. With 34.3 million combined viewers on NBC and Peacock, the parade surpassed all previous records, marking an 8% increase from last year. The growth is driven not only by traditional broadcast audiences but also by Peacock's expanding subscriber base, which added approximately 5 million users over the past year.

Notably, the live 8:30 a.m. ET telecast drew 25.4 million viewers, making it the most-watched entertainment program in nearly seven years. Among adults aged 18-49, viewership increased by 13%, highlighting the parade's enduring appeal to key demographic groups. This year’s broadcast achieved the highest entertainment ratings since NBC's 2020 coverage of the parade, underscoring the program’s consistent ability to attract mass audiences.

Other Thanksgiving programming also experienced notable gains. The National Dog Show averaged 12.8 million viewers, a 4% rise from 2024, while late-night shows such as The Tonight Show Starring Jimmy Fallon and Late Night With Seth Meyers reached their largest audiences since early September. These figures suggest that holiday television viewing continues to remain robust across multiple formats.

The parade's production quality and star-studded performances contributed significantly to the record numbers. Hosts Savannah Guthrie, Hoda Kotb, and Al Roker guided viewers through traditional floats, marching bands, giant balloons, and performances by artists including Cynthia Erivo, Busta Rhymes, Ciara, and KPop acts like REI AMI of HUNTR/X. Statements from NBCUniversal and Macy's executives emphasize the strategic combination of entertainment, technical precision, and cultural relevance that drives the parade's ongoing success.

As NBC and Macy's prepare for the centennial parade next year, this milestone demonstrates both the strength of live event broadcasting and the growing influence of streaming platforms in shaping audience engagement.

Sources:

• 2025 Macy’s Thanksgiving Day Parade Gobbles Up Record 34.3 Million Viewers Across NBC and Peacock