Aaj Tak emerged as the leading news destination during the most crucial phase of the five-state Assembly election counting day, May 4, maintaining a clear lead across live streams and VOD platforms, according to the latest COTT report released by Chrome DM.

According to an Aaj Tak press release, which quoted Chrome DM data, the channel held the No.1 position in every single hour between 08:00 and 12:00 hrs, a time window widely considered the most decisive during counting day as early trends stabilise and key leads begin to emerge.

The consistent leadership during this high-intensity period reflects strong audience preference for Aaj Tak’s real-time coverage, which combined speed, credibility and continuous updates. The 08:00 to 12:00 hrs slot is regarded by industry observers as the peak consumption window, where viewers actively track developments and switch across platforms for the latest numbers and analysis.

Chrome DM’s COTT measurement framework captures cumulative viewership across multiple digital touchpoints, including YouTube on mobile and connected TV devices, FAST channels on smart TVs and streaming devices, as well as social media and other mobile-based platforms. This multi-platform measurement offers a comprehensive view of audience behaviour in a fragmented media environment.

Aaj Tak’s performance across each hour of this critical window underlines its strength in delivering high-impact election coverage across digital ecosystems. The ability to retain leadership throughout the most competitive phase of counting day points to the network’s robust distribution strategy and strong recall among audiences seeking reliable election updates.

The findings also reinforce a broader trend in news consumption, where viewers increasingly rely on a mix of live streams, on-demand content and connected TV platforms for real-time information, especially during major national events like elections.