NBCUniversal and Macy's have extended their agreement to keep the Macy’s Thanksgiving Day Parade on NBCUniversal's platforms until 2034, emphasizing the significance of live events in television. The also deal includes rights to other Macy’s events such as the Macy’s 4th of July Fireworks,

NBCUniversal and Macy's just inked a new deal that will keep the Thanksgiving Day Parade on the network for the foreseeable future.

Macy's signed a new 10-year broadcasting rights deal with a popular network for its Thanksgiving Day parade special.

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.

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.