Peacock Enhances Macy’s Thanksgiving Day Parade with Multiview Feature

NBCUniversal is set to elevate the viewing experience of the Macy’s Thanksgiving Day Parade this year by introducing a groundbreaking feature on its streaming service, Peacock. On November 27, 2024, audiences can enjoy the parade in a new three-angle Multiview format, including a livestream from the iconic Tom the Turkey float. This year marks the 99th annual celebration of the parade, which will kick off at 8:30 a.m. EST and be broadcast live across all time zones on NBC and Peacock.

The event will feature a star-studded lineup, with Cynthia Erivo, known for her role in “Wicked,” performing the opening number. Returning as hosts are familiar faces from the “Today” show: Hoda Kotb, Savannah Guthrie, and Al Roker. Last year, the parade attracted a remarkable audience of 31.7 million viewers, showcasing its enduring popularity.

With the new Multiview feature, Peacock subscribers can choose from three distinct camera angles during the parade. The options include:

1. **Traditional Programming**: The main broadcast featuring commentary from NBC hosts and live performances.
2. **Float View**: A unique perspective from the Tom the Turkey float, allowing viewers to feel immersed in the festivities.
3. **High-Rise View**: A bird’s-eye view capturing the excitement from above the parade route.

This introduction of Multiview for a live event marks a significant milestone for Peacock. Previously, the feature was successfully utilized during the 2024 Paris Olympics, where a notable portion of viewers opted for this immersive experience. It has also been used for Premier League games and NBC News’ coverage of the upcoming 2024 Election Night. The 2026 Milan-Cortina Winter Olympics will also offer this viewing option.

In addition to Erivo, a diverse array of performers is scheduled to take the stage, including EJAE, Audrey Nuna, and REI AMI, who are known for their work on Netflix’s “KPop Demon Hunters.” The lineup also features casts from Broadway productions such as “Buena Vista Social Club,” “Just in Time,” and “Ragtime,” along with renowned acts like the Radio City Rockettes, Colbie Caillat, Ciara, and Gavin DeGraw.

According to Matt Strauss, Chairman of NBCUniversal Media Group, “The Macy’s Thanksgiving Day Parade is the perfect moment for Multiview, allowing fans to catch never-before-seen viewpoints along the parade route, alongside the iconic floats and live performances.” He emphasized that enhancing audience engagement and delivering unique experiences is a priority for Peacock.

Jen Neal, Executive Vice President of Live Events and Specials at NBCUniversal Entertainment, shared her excitement about the parade’s role in holiday traditions. She noted, “Like this year with Multiview, we continually strive to improve our telecast and proudly delivering this parade into people’s homes is another example of how we strive to bring families together.”

This year, NBCUniversal is also reporting a nearly 20% increase in overall holiday advertising spending compared to 2024, driven by heightened demand from sectors such as technology, pharmaceuticals, insurance, and restaurants. Furthermore, 15% of advertisers are new to NBCUniversal’s holiday portfolio, indicating growing interest.

Among the innovative advertising products offered, Peacock is introducing shoppable ad features, including a holiday gift guide, and expanding its “virtual concessions” into holiday programming. Alison Levin, President of Advertising & Partnership at NBCUniversal, stated, “Year after year NBCUniversal is the destination for holiday audiences, and this year brands are engaging like never before.”

The enhancements to the Macy’s Thanksgiving Day Parade reflect NBCUniversal’s commitment to providing viewers with an engaging and dynamic viewing experience, further solidifying its role in holiday entertainment. As families gather to celebrate, this year’s parade promises to blend tradition with innovation, making it a must-watch event.