If we just counting that generation, the 360 won with xbox live, profits, and greater gain compared to last gen. The 360 continued off the great things from OG Xbox and introduced a few more with an early launch to boot.
If we count the big picture, I think the PS3 won because the late surge and commitment to constant first party support as well as free online helped consumer trust with the PS brand. The PS4 built off that consumer trust and introduced online fees to rake in a ton of profit. The PS3 failure made Sony become more dev friendly and consumer friendly.