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 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.

Rainy weather didn't dampen spirits at this year's Macy's Thanksgiving Day Parade. The 98th annual parade featured fan-favorite balloons like the Pillsbury Doughboy and Bluey as well as new balloons like Minnie Mouse and Spider-Man. "Rain or shine ...