What's behind the growth
What moved (Jul'25 to Jun'26, pp change):
Awareness: Claude +19pp vs ChatGPT +6pp | Consideration: Claude +9pp vs ChatGPT +6pp | Investigation: Claude +5pp vs ChatGPT +7pp | Claimed usage: Claude +4pp vs ChatGPT +9pp | Preference: Claude +3pp vs ChatGPT +4pp
ChatGPT has stronger metrics across the funnel, backed by 900M+ weekly active users as of February 2026, having launched in November 2022, versus Claude's March 2023 launch. Both brands entered paid brand advertising within a week of each other in September 2025.
Claude's percentage point growth is strongest at the top of funnel, ChatGPT's further down. This is consistent with Ehrenberg-Bass principles: as a challenger brand, Claude is building the mental availability and memory structures required to drive initial consideration, while ChatGPT, having already secured that mental prominence, it is seeing its strongest growth further down the funnel. One to continue watching
