Samba TV: Macy’s Thanksgiving Day Parade Topped All Holiday Viewing, Except Football

Who doesn’t like a parade? Apparently, not many. The 95th Annual Macy’s Thanksgiving Day Parade returned to normal with spectators allowed along the route — and millions viewing on television.

New Thanksgiving weekend data from Samba TV found that 13.2 million U.S. households watched the parade live on TV, up 4% from last year’s 12.8 million viewers. That abbreviated 94th edition parade could only be watched or streamed on TV due to concerns about the COVID-19.

Meanwhile, 2.9 million people streamed Netflix’s latest South Korean series, “Hellbound,” across the nine days since the show’s Nov. 19 debut. That compared with 675,000 U.S. households that streamed “The Beatles Get Back Part 1” and “The Beatles Get Back Part 2” on Disney+ since the Peter Jackson three-part documentary’s Nov. 27 launch.

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Meanwhile, the Thanksgiving Day telecast of the Dallas Cowboys/Las Vegas Raiders NFL game reached 37.8 million viewers, the largest NFL regular season TV audience in 28 years, according to Nielsen.