What's Happening?
NBCUniversal is enhancing the Macy's Thanksgiving Day Parade experience by offering a Multiview livestream option on Peacock. This new feature allows viewers to watch the parade from three different camera angles, including a traditional view, a float view aboard the Tom the Turkey float, and a high-rise view from above the parade route. The 99th annual parade will be broadcast on November 27 across NBC and Peacock, featuring performances by Cynthia Erivo and other artists. This marks the first time Peacock has offered Multiview for a live entertainment special, following its successful implementation during the 2024 Paris Olympics. NBCUniversal has reported a 20% increase in holiday advertiser spending compared to 2024, with new advertisers
joining their holiday portfolio.
Why It's Important?
The introduction of Multiview for the Macy's Thanksgiving Day Parade represents a significant advancement in live streaming technology, enhancing viewer engagement and offering unique perspectives on a beloved holiday tradition. This innovation reflects NBCUniversal's commitment to improving audience experiences and adapting to changing viewer preferences. The increase in holiday advertiser spending indicates strong confidence in NBCUniversal's ability to reach audiences effectively during the holiday season. The new feature could set a precedent for future live events, potentially influencing how other broadcasters approach live streaming and audience interaction.
What's Next?
NBCUniversal plans to continue offering Multiview for upcoming events, including the 2026 Milan-Cortina Winter Olympics. The success of this feature during the parade may encourage other broadcasters to adopt similar technologies for live events. Advertisers may also explore new ways to engage with audiences through innovative ad products, such as shoppable ads and virtual concessions. As NBCUniversal expands its holiday programming, it will likely continue to attract new advertisers and increase viewer engagement across its platforms.
