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 Thursday 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 heads down Sixth Ave. on Nov. 28, 2024 in New York. The Harvest in the Valley float during the Macy’s Thanksgiving Day Parade heads down Sixth Ave. on Nov. 28, 2024 in New York.

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.

There will be six new featured character balloons, including Minnie Mouse, “Extraordinary Noorah” with The Elf on the Shelf, Gabby from “Gabby’s Dollhouse,” Goku from ”Dragon Ball," Marshall from "Paw Patrol" and a new “Spider-Man.”