MTV made waves earlier this month by announcing comScore figures that named it the No. 1 music destination site on the Internet, over both incumbent MySpace Music and upstart Vevo.

Now Vevo is hitting back with numbers of its own, also from comScore, that focused on actual video views. The comScore data shows Vevo streamed 46 million videos in the U.S. for the month of August, to MTV’s 18.8 million.

Vevo said its users spend twice as much time on Vevo than MTV’s visitors spend on its sites. And while 94% of Vevo’s visitors watch videos while on the site, only 35% do so on MTV’s site, also citing comScore data. Though, Vevo's content is almost entirely music videos, while MTV offers news, interviews and other content.

“While MTV may have more traffic, their fans are not going to MTV’s sites to watch videos or consume music,” a Vevo spokeswoman pointed out in an e-mail note highlighting the stats. “Quite simply, they are duplicating their broadcast strategy of lifestyle programming (reality TV, extreme sports) on the Web.”

Vevo also pointed out that much of MTV’s visitor stats come from partner sites, like ratemyprofessor.com and Warner Music Group’s artist sites. ComScore’s rules requires that 60% of a sites programming must be music related to classify it as a music platform. The vast majority of Vevo’s traffic comes through YouTube, an affiliate partner. You can read more about the numbers on Vevo’s blog.

It’s seems clear that Vevo has essentially usurped from MTV the role of the Internet’s leading source for music videos. Some at MTV are downright bitter about the fact that Universal Music Group and Sony Music created Vevo in direct competition, after years of MTV supporting their major acts. The relationship between the two companies has so soured that UMG has pulled all its music videos from MTV over a licensing dispute. UMG wants all licensing to go through Vevo, and MTV won’t agree to Vevo’s terms—particularly that Vevo get a cut of any advertising on any page hosting Vevo-provided videos.

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