TikTok and Online Games Boost Australian Army’s Youth Recruitment to 15-Year High

Australia has achieved its highest military recruitment numbers in 15 years, largely driven by targeted campaigns on TikTok and popular online games.

According to the South China Morning Post (SCMP), Minister for Defence Personnel Matt Keogh highlighted that these ‘smart’ digital initiatives were specifically designed to engage age groups with the greatest potential for military service.

Additionally, the advertising also targeted key influencers – parents and teachers – who play a significant role in shaping young people’s decisions.

During the 2024–2025 financial year, over 7,000 full-time personnel were enlisted in the Australian Defence Forces – the highest number since 2009–2010.

The number of applications rose to over 75,000, representing a 28% increase compared to last year and marking a five-year high. The average age of recruits is 23.

One factor contributing to this growth was the relaxation of entry criteria. Conditions that previously could have been disqualifying, such as acne, have now been adjusted across more than 300 military specialties.

For example, the requirements for cybersecurity specialists working domestically are significantly more relaxed compared to those for infantry soldiers who may be deployed overseas.

Recruitment has also been boosted by expanded access to housing programs and rental assistance. Additionally, service members who remain in the forces receive a bonus of A$40,000, which has helped reduce the attrition rate to 7.9%.

As of today, the number of permanent personnel has increased to over 61,000. The Canberra government aims to raise this figure to 69,000 by the early 2030s.

Defense Minister Richard Marles emphasized the importance of supporting and strengthening the armed forces as a key factor in safeguarding Australia’s strategic interests.

As previously reported, the Bundeswehr has stabilized its personnel numbers thanks to growing public interest in military service.

As of July 21, 2025, the active strength of the Bundeswehr stood at approximately 183,100 military personnel, which is over 2,000 more than on the same date last year.