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.

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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. A whopping 23.