New York Police Department confirmed five people died in the helicopter crash with only the pilot surviving the impact into the East River.
The US Coast Guard said six people were onboard the helicopter after sending three rescue boats to the scene to help authorities with the search.
Watch video footage as the helicopter crashes into the East River, where it “reportedly inverted in the water”, leaving police desperately scrambling to find those inside.
The helicopter was a private charter, hired for a photo shoot, before going down near Gracie Mansion, the mayoral residence, just north of Roosevelt Island, at 7pm local time Sunday.
The Federal Aviation Administration (FAA) said: “A Eurocopter AS350 went down in the East River near Roosevelt Island in NYC at 7pm today.
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“The helicopter reportedly is inverted in the water. Local authorities will confirm the number of people on board, their names and conditions.
“The FAA is investigating.”
Witnesses describing seeing one person emerge from the helicopter and wave their hands for help.
In an audio recording of a mayday call to LaGuardia Airport, the pilot can be heard saying that the helicopter was experiencing engine failure.
The pilot – the sixth person on board – freed himself and was rescued by a passing boat, according to the New York Police Department.
He was taken to hospital but is in a good condition, the five other passengers on board died.
Daniel Nigro, Commissioner of the New York City Fire Department, said the helicopter was “completely submerged” in 50ft of water.
He said the passengers were tightly strapped in and their harnesses had to be cut too free them from the downed helicopter.
He said: “The divers worked very quickly, as fast as they could.
“Everyone worked hard.”
Three of the passengers were taken to area hospitals in critical condition before dying, while the other two were pronounced dead at the scene.