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In terms of sales, it's effectively a tie. PS3 sold between 1-2 million more hardware units. Xbox 360 sold about 34 million more units of software worldwide. In terms of profits, I'm pretty sure Xbox 360 won. Xbox Live isn't free, and I'm pretty sure Microsoft took less of a loss on hardware the entire gen.
Xbox 360 outsold PS3 in North America. PS3 destroyed the 360 in Japan. PS3 took victories in Europe and the rest of the world over the 360.
So saying who won involves different factors. It's an impasse.

Lifetime Sales Predictions 

Switch: 151 million (was 73, then 96, then 113 million, then 125 million, then 144 million)

PS5: 115 million (was 105 million) Xbox Series S/X: 67 million (was 60 million)

PS4: 120 mil (was 100 then 130 million, then 122 million) Xbox One: 51 mil (was 50 then 55 mil)

3DS: 75.5 mil (was 73, then 77 million)

"Let go your earthly tether, enter the void, empty and become wind." - Guru Laghima