On Thanksgiving, millions of moviegoers flocked to the theater to watch three blockbuster films. Millions of others stayed home to watch the Macy's parade or NFL games.

A century after the first Macy’s Thanksgiving Day Parade, the annual holiday tradition kicks off in New York City with new Spider-Man and Minnie Mouse balloons, zoo and pasta-themed floats, performances from Jennifer Hudson and Idina Menzel,

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.

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 annual Macy’s Thanksgiving Day Parade wended its way along a 2.5-mile route through central Manhattan on Thursday, 100 years after it was first staged in 1924.