Yeah, I went there. Which do you prefer? Honestly, I think I like Marvel more, just because I find the characters and overall universe much more interesting and engaging. Not to say I dislike DC, but I like Marvel a bit more. Please don't bash or blatantly hate on either, as they're both amazing in their own right, and people are entitled to their opinions.
Definitely DC. I love some heroes and villains in Marvel, like the Guardians of the Galaxy, Spiderman, and Green Goblin, but it feels too big sometimes. I like how a lot of DC's villains (at least, in the comics) aren't necessarily evil, but they live with complicated and questionable morals. I like how there are so many younger heroes with DC who face their own issues. I love how creative some of DC's heroes are, like Shazam, who is a ten year old child with the ability to turn into an adult superhero, but still with the mentality of a kid. And Firestorm, who is actually two people temporarily fused into one, combining the wisdom and knowledge of the Professor with the youth and athleticism of a high school football player. DC's characters just feel more life-like and real to me, without it being shoved down my throat how edgy they are (at least, in the comics and animated shows. I'll admit, the live action movies are trying too hard to be like Marvel, but I like them anyways).
As I always say: Marvel for heroes, DC for villains. Marvel is definitely my favorite between the two, but I do like certain DC characters such as Green Arrow and Batman. It's an ongoing debate, but they are both great at different things, imo.
In regards to the cinematic universes, Marvel is my favourite as their films have a more relaxed tone and I find the characters more fun to watch. However, in general, I think I prefer DC's heroes a little more. If I was in a comic store, I'd probably buy the DC comics. There's just something about the heroes and villains that I find endearing.