Anthropic's Claude AI assistant has experienced a dramatic surge in paid consumer subscriptions in the United States, according to an exclusive analysis of anonymised credit card data. The growth, which more than doubled this year, coincides with a high-profile public dispute with the US Department of Defense (DoD) and the launch of new productivity tools.
The data, examined for TechCrunch by consumer transaction analysis firm Indagari, shows record numbers of new subscribers flocking to Claude between January and February. A significant number of previous users also returned to the platform in February. While the data does not capture every consumer or include enterprise or free-tier users, Anthropic confirmed to TechCrunch that paid subscriptions have more than doubled in 2025.
Drivers of the Surge
The majority of new subscribers are opting for the lowest paid tier, "Pro", which costs $20 per month. The growth period aligns with two major events: the release of several Super Bowl commercials in early February mocking OpenAI's ChatGPT for showing ads, and escalating media reports from late January detailing a feud between Anthropic and the DoD.
At the core of the dispute was Anthropic's refusal to allow the military to use its AI models for lethal autonomous operations or mass surveillance of American citizens. The conflict became public, culminating in a firm statement by CEO Dario Amodei on 26 February, issued after the DoD threatened to label the company a supply risk—a designation it later imposed. A federal judge has since temporarily blocked this designation.
Product Launches Fuel Growth
Beyond the publicity, new product releases have been significant subscription drivers. Claude Code and Claude Cowork, developer and productivity tools launched in January, have attracted users. More recently, the "Computer Use" feature, released this week, has sparked another surge, according to Anthropic. This feature allows Claude to navigate a computer independently and is not available to free users.
Indagari's data, which is available with a two-week delay, confirms that subscriber growth continued into early March. An Anthropic spokesperson stated that Claude's paid subscriptions have more than doubled this year, though the company has not disclosed total user numbers. External estimates for total Claude users range from 18 million to 30 million.
Claude Still Trails Market Leader
Despite this rapid growth, Claude remains far behind its main competitor, OpenAI's ChatGPT, in the consumer AI market. Indagari's analysis indicates that while OpenAI saw a spike in app uninstalls after announcing its own deal with the DoD—a contrast to Anthropic's safety stand—it continues to gain new paid subscribers at a rapid rate and retains its position as the largest consumer AI platform.
The situation highlights a competitive landscape where public stance on AI ethics and rapid feature innovation are becoming key factors in attracting paying consumers, even as the market leader maintains a formidable advantage.