Ann: Q1 FY22 Appendix 4C and Trading Update, page-252

I think some people are overlooking the fact that punters will shop around for best prices and promos.
The previous customers who have gone elsewhere still have the App on their devices.
Its not like they now have forgotten about PB and are never coming back.
I would argue the most important stat is new customers, new customers means more exposure and potential for further use down the line.
When I am putting on any sort of significant fixed odd bet, I will check the providers I have signed up for at the best price and/or the best boosts or bonus options.
I have accounts with Sportsbet, PBH, Neds, 365, Ladbrokes & Bluebet.
Sometimes I will not even use a few of these bookies for months at a time, however, I am still customer who will browse and check them all for the best prices.
This stage of the game in the USA is still a novelty somewhat, PBH has stated that it hopes for 10% marketshare once the market matures, that is still long way off.