The demand for BNB as a currency is centered around it's functionality on the Binance exchange and the exclusive benefits it includes when using it on the exchange. For the first year Binance traders get a 50% reduction on fees using BNB which starts to decrease into the second and third year before stopping completely. Binance Coin is relatively new to the scene so there's longevity in its demand with regards to the discounted fees. Also, Binance is growing at such a rapid rate that they recently announced they'd passed the 6 million user landmark.
Binance uses profits to buy back coins and burn them quarterly reducing the supply overtime so I think that Binance will experience a steep upward trend this year and it wouldn't surprise me if it was to hit $100 in the future. Having bounced off the major upward linear trend line, I predict that the price could return to the all time high by mid march relying on the fact it grows at the same rate it has previously prior to this correction.
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