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 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.