It’s funny how competition looks like it’s ready to destroy a certain aspect of the market, but often that market somehow manages to thrive. Even in the face of the more popular Snapchat, the video format Vine is still finding a way to hold on to an audience.

A report from Quartz explains that Vine, which originally launched in early 2013, has had some of its buzz wear off since its release, but it’s still managed to emerge as an “Instagram-for-video” format that consumers continue to turn to, despite growing competition from other companies.

Vine continues to hold an audience of more than 100 million people monthly across the web, with more than 1.5 billion “loops” (video views) created on a daily basis. It continues to be in the top 100 free iPhone apps across 13 countries (per details from App Annie), and holds well over Tinder and Shazam in U.S. rankings.

The app draws unique visitors as well. comScore indicates that the video service gained 34.5 million unique visitors in the US for June across both desktop and mobile devices — that’s on the same level as Snapchat, which has grown immensely since its introduction some time back.

As you can see from the chart, Vine thrived for months with around 35 to 40 million viewers, only to drop back a bit in April and allow Snapchat to catch up. However, for June, you can see they’re running neck-and-neck, indicating that the buzz behind Vine could be building again, despite its limited six-second format.

Most of Vine’s success comes from its simplicity, since it works well across the board on Twitter and other social media outlets. Vine also has a fair share of partners, including MLB.com, which consistently posts clips from baseball games that it considers highlights. For instance, this recent clip shows that a fan will go to any extent to chase after a fly ball.

Vines also seem to fit some audience tastes when it comes to being mobile-native, as people can easily watch the videos on a smartphone or equally small-screen device, like the Apple Watch.

Viners, or video creators for the service, have also thrived with a number of creative clips, including micro-skits (comedy) and quick musical clips. This humorous clip shows a woman getting used to a roller board, only to find others have mastered it well before her. Lele Pons, the submitter of said clip, manages to see six billion cumulative loops on a regular basis. Other creators like Logan Paul and KingBach have thrived as well.

While Vine doesn’t create a payable network along the same lines as YouTube and Twitch, it still becomes a fun playground for these users, and enables them to generate millions of views through buzz and sharing. There’s also a big outpour of community as well, with thousands of commenters talking about the clips.

Vine can also be a good place for a trend to emerge, like with Kayla “Peaches Monroee” Newman’s clip that indicated that her eyebrows were “on fleek.” As you can see from the chart below, that clip’s popularity has taken off like a rocket.

“It’s not just about shouting into a dark hole,” said Jason Mante, Vine’s head of user experience. “People are putting themselves on Vine — and putting content and ideas and stories onto Vine — knowing that there’s so much potential for millions of people to see this thing.”

More information about Vine’s return to success (well, it never really left, but it’s thriving) can be found here.