I'm a little surprised. I've seen PS Now commercials on TV. I've never seen an Xbox Gamepass commercial. No idea how Gamepass has so many subscribers in comparison.
$1 deals and discounts. Who knows how many of those members are still active and continued after those deals ended, and I doubt we'll ever know. But, they did pay something, so are included.
Sony only ever does a week trial of Now. And ever since they dropped the price, their numbers have been going up. I think it's easy to say Sony has made more money from Now.