The Macy’s Thanksgiving Day Parade will keep marching on with NBCUniversal after the retailer and media giant struck a new 10-year rights extension that will see the event continue to broadcast on NBC and Telemundo and stream on Peacock.
Additionally, the pact will include broadcast and streaming rights for Macy’s 4th of July Fireworks, a Macy’s Parade-eve special and a new special program that will be announced at a later date.
“Macy’s is excited to grow our broadcasting and streaming deal with NBCUniversal as the appetite for our content continues to grow,” Macy’s chief marketing officer Sharon Otterman said in a Tuesday statement. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”
“This extension of our partnership with Macy’s means we can continue to deliver the memorable live holiday entertainment millions of viewers have loved for decades,” Jen Neal, NBCUniversal Media Group’s executive vice president of live events and specials, added. “Watching the Macy’s specials on NBC and Peacock has become such a cherished tradition for so many families, and we take that responsibility very seriously in making sure they have the absolute best experience every year.”
The Macy’s Thanksgiving Day Parade has celebrated a national broadcast on NBC since 1953. The rights extension comes ahead of the 99th Thanksgiving Day Parade this year and its 100th in 2026.
In 2024, the parade reached 31.7 million viewers on NBC and Peacock, an 11% increase from 2023, making it the most-watched parade of all time, the No. 1 program in the holiday season and the largest entertainment special since 2020.
Meanwhile, Macy’s 4th of July Fireworks will celebrate its 50th anniversary in 2026. The 2024 celebration drew 7.6 million viewers on NBC and Peacock in 2024, marking three years of consistent growth.
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