Read this:
http://www.anandtech.com/show/8568/the-geforce-gtx-970-review-feat-evga/16
Its a review of the EVGA GTX 970 FTW. They only did a mild OC (since the FTW version already has high clocks by EVGA), and that resulted in an extra ~9-15W in Crysis 3 and Furmark.
Now read this: http://www.overclockers.com/gigabyte-gtx-970-extreme-video-card-review/
A review of the GTX 970 Extreme by Gigabyte.
Their OC is moderate (76MHZ) considering the cards already high stock clocks by Gigabyte.
It resulted in ~22 Watts more power consumed during 3D Mark Firestrike and Unigine Valley benchmarks.
The GTX 970 is known for its low power consumption and low temperatures. However, some offerings by certain partners consume more power than others, and some consume less. Typically, the reference boards tend to be more conservative, but not always.
For example, Gigabyte's Extreme and G1 Gaming tend to consume more than reference boards, and the same can be said about the MSI Gaming. This doesnt mean higher temps though, they are actually quite cool, and overclock really well.
Which GTX 970 have you got? It matters a bit.
Anyway, the increase in power consumption should only be a problem if you're kinda on the limit of what your PSU can provide for your system.
If you're asking me to give you just a number off the top of my head, I'd say about 25% increase on the card's TDP with a
really high overclock profile and a card that is on reference clocks. And no, you cant take that number to the bank, because again, it really matters if you're going to run Crysis 3, Furmark, or just a little Minecraft and League of Legends.
From the reviews I've read, the Asus GTX 970 Strix seems to consume the least power, and overclocks well, all things considered.