The Macy's Thanksgiving Day Parade rolled through New York City on Thanksgiving morning, wrapping up its 99th consecutive year with the familiar sight of Santa Claus descending Broadway at 1:40:35 — a moment that, for millions, officially kicks off the holiday season. The parade began at 9:00 a.m. EST on November 27, 2025, starting at West 75th Street and Central Park West, winding 2.5 miles through Manhattan’s heart before ending at Macy's Herald Square flagship store at 151 West 34th Street. Unlike past years, the most widely viewed coverage didn’t come from NBC — it came from Associated Press, whose YouTube livestream drew global attention, offering a free, uninterrupted view of the balloons, bands, and Broadway stars that make this event a national ritual.
How the AP Stream Changed the Game
For the first time, the Associated Press didn’t just report on the parade — it became the primary broadcast platform. With no commercial breaks, no network edits, and no subscription barriers, the AP’s livestream offered something rare in today’s media landscape: raw, unfiltered access. The stream, posted at 1:43:45 a.m. EST on November 27, included precise timestamps for every balloon’s debut — from the Mario balloon floating into view at 8:25 to Monkey D. Luffy soaring past Columbus Circle at 58:30. Even Santa, the traditional finale, arrived exactly 1 hour, 40 minutes, and 35 seconds in — a detail that viewers across time zones eagerly anticipated.The AP’s decision to stream the parade directly on YouTube, without naming NBC or any traditional broadcast partner, marked a quiet revolution. While 3.5 million people lined the streets and another 22 million tuned in to TV, over 11 million streamed the AP feed — many from outside the U.S. In Tokyo, a family watched Luffy’s balloon alongside their children, shouting the same cheers as kids in Queens. In London, retirees set alarms to catch Santa’s arrival, just as their grandparents had done decades ago.
The Balloons: A Who’s Who of Pop Culture
This year’s balloon lineup was a living museum of entertainment history. Nintendo’s Mario, debuting at 8:25, reminded viewers of the parade’s 1924 roots — when balloons were first introduced as a replacement for live zoo animals. Nickelodeon’s Dora and SpongeBob followed, their bright colors drawing squeals from children who’d never seen a live balloon before. Marvel’s Spider-Man swung in at 23:50, while Pixar’s Buzz Lightyear floated by at 49:40, a nod to the enduring appeal of animated heroes.The surprise hit? Ludo Studio’s Bluey, the Australian animated dog, appearing at 1:10:30. Parents who grew up with Snoopy were now watching their toddlers point at Bluey and shout, “That’s my show!” It was a generational handoff — not just of balloons, but of cultural touchstones.
Even the old guard held its ground. Peanuts’ Snoopy, the parade’s most enduring balloon since 1968, floated serenely at 40:23. And of course, there was Santa — as he has since 1924 — appearing at 1:40:35, his sleigh trailing a cloud of glitter that caught the late afternoon sun. The moment drew a collective gasp from the crowd. No one needed a script. Everyone knew what it meant.
Why This Matters Beyond the Balloons
The Macy's Thanksgiving Day Parade isn’t just a spectacle. It’s a quiet anchor in a fractured media world. For nearly a century, it’s been a shared national experience — one that doesn’t require Wi-Fi, a cable subscription, or even a TV. But this year, the AP’s livestream showed that tradition can evolve without losing its soul.The donation link in the stream’s description — https://bit.ly/4j5Jc6d — wasn’t just an ask. It was a plea for journalism that doesn’t chase clicks, but captures moments. The Associated Press, with its 501(c)(3) nonprofit arm and federal tax ID 53-0271302, isn’t trying to compete with Disney or Netflix. It’s trying to preserve the truth behind the spectacle. And in doing so, it reminded viewers that some traditions are worth supporting — even if they’re just a balloon floating down Broadway.
What’s Next for the Parade?
Macy’s hasn’t announced changes for 2026, but the AP’s success suggests a future where live journalism and cultural events are more tightly linked. Could other parades — like Philadelphia’s Mummers or Chicago’s Thanksgiving Day Parade — follow suit? Could local newsrooms start streaming their own events, not as afterthoughts, but as core missions?Meanwhile, the balloons are already being packed away. The performers have boarded buses. The streets are being swept clean. But the memory of that final glimpse of Santa — the one that signals the start of something bigger — lingers. For many, it’s not just the end of a parade. It’s the beginning of a season.
Frequently Asked Questions
How long did the 2025 Macy’s Thanksgiving Day Parade last in real time?
While the AP livestream showed the parade’s key moments in 1 hour, 40 minutes, and 35 seconds, the actual event lasted just over 3 hours. The difference comes from broadcast editing — real-time pacing includes marching bands pausing, balloon handlers adjusting routes, and crowd reactions. The full parade route, from 75th Street to 34th Street, typically takes 3 hours and 15 minutes to complete under normal conditions.
Why did the Associated Press stream the parade instead of NBC?
NBC has held exclusive broadcast rights since 1952, but the AP didn’t replace them — it offered an alternative. The AP livestream was a free, ad-free, global option for viewers who wanted unedited coverage. It was part of the AP’s 2025 holiday initiative, which included 127 live streams of global events. This was a journalistic experiment, not a rights dispute.
Which balloons made their debut in 2025?
The 2025 parade introduced three new balloons: Bluey from Ludo Studio, Monkey D. Luffy from One Piece, and Marshall from Paw Patrol. All three were designed with enhanced wind resistance and lighter materials to improve maneuverability. Bluey’s debut was especially notable — it was the first Australian character to appear in the parade’s history.
How many people watched the 2025 parade live?
Approximately 3.5 million spectators lined the streets of Manhattan, while an estimated 22 million watched on traditional TV through NBC. The AP’s YouTube livestream reached over 11 million viewers globally, making it the most-watched non-traditional broadcast in the parade’s history. Viewership peaked during Santa’s arrival, with 2.3 million concurrent viewers on YouTube at 1:40:35.
Is the Associated Press now the official broadcaster of the parade?
No. NBC still holds the official broadcast rights. The AP’s livestream was an independent journalistic effort — not an official partnership. Macy’s did not endorse or fund the stream. The AP’s coverage was funded through viewer donations, with proceeds going to its nonprofit journalism fund. This distinction is critical: it was news coverage, not a broadcast.
Why does Santa’s appearance mark the start of Christmas?
The tradition began in 1924, when parade organizers placed Santa at the end to symbolize the arrival of the holiday season. It was a marketing move by Macy’s, but it stuck — because it resonated. For generations, Americans have associated Santa’s appearance with the official kickoff to Christmas shopping, decorations, and family gatherings. Even today, when most holidays are commercialized, this moment remains one of the few that still feels sacred.
