First things first, I'm not talking about who is stronger because I don't care. What I care about is how these villains affected the plot of their own respective universe.
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The Hype
Okay, point for Madara. Madara is perhaps the most hyped villains of all time surpassing Aizen and even Ywach. He was foreshadowed several times throughout Shippuden and created a sense of foreboding amongst the fans as to how powerful Uchiha Madara is and his contribution to the history of the ninja world. Aizen was already seen at the early parts of Bleach and I could definitely tell that something is off about him. There is nothing really surprising about Aizen being the villain whereas Madara was officially claimed dead yet is still being mentioned and is relevant even in the present.
2. Character
In a lot of ways, Madara is different from Aizen but they also share some qualities such as being calm in facing their enemies. Madara faced the five kage, didn't even break a sweat and casually ragdolled the bijuus making them his bitch. Aizen took control of Hueco mundo, seeks out the most powerful hollows and making them submit to him, basically making them his bitch as well. I'd give this to Madara making him the better troll. (The meteor episode where he menacingly asked Ohnoki what he would do about the second one. That shit was great) For now.
3. Master Manipulator
This is where things get interesting.
Madara orchestrated some of the important events in history after his supposed death such as Obito. Obito was perhaps Madara's best tool in realizing his Moon's eye plan and spearheading the formation of the twisted version of Akatsuki whose goal is to capture the 9 bijuu. Not to mention Madara manipulated Obito into seeing Kakashi plunge a Raikiri through Rin's chest, making him fall into insanity and as a form of revenge for killing Rin, manipulated the 4th Mizukage and plunged Kirigakure into chaos. Not to mention the nine tails attack on Konoha which created a rift between Konoha and the Uchiha clan which resulted in the clan'a massacre. All of this were great. It just showed how much influence Madara had that it affected even future generations of ninja. Until it was revealed that it was Zetsu who was pulling the strings all along.
In the end, Madara was a damn pawn albeit a powerful one. Still, a powerful pawn is still a pawn.
Aizen manipulated the entire Soul Society and even someone as strong as Yamamoto wasn't able to see it until it him like a brick in the face. None of them was able to figure out who was behind the dissapearance of the old captains (the vizard) and even framed Kisuke Urahara that he had to leave Soul Society. He then continued on like nothing happened, replacing Shinji Hirako (his old captain who became a vizard) for a couple hundred years until the Ryoka Arc came. Aizen even orchestrated the death of central 46.
4. Character Death
This is where things go downhill for Madara. Before the whole "Zetsu/Kaguya is the real villain all along" twist, I thought Madara was the greatest villain. Finally a series which will do a villain justice. I hated that Aizen didn't die and lost to Ichigo (Urahara stated that deep down, Aizen wanted to lose) and got sealed away. I was expecting great things for Madara, I was dissapointed. He died because he didn't see Zetsu coming (for all the precognition his almighty eyes have, didn't do shit) and have Kaguya devour him. He didn't even die in battle like he should have, he died a pathetic death because the tailed beasts were ripped out of him. Now being sealed away (Aizen) isnt really the most creative way of being defeated but it is definitely 100x better than being tossed away like yesterday's trash as to what happened to Madara. Even though Aizen got betrayed by Gin as well, he quickly dealt with Gin making it irrelevant.
Aizen didn't even stay sealed, he was released from imprisonment after 2 years because he was needed during the fight with Ywach. And where does that leave Madara? Like yesterday's trash lmao.
5. Conclusion
So, with all these, Aizen was his own man, driven by his own greed and ambition to surpass the Gods. Madara was being played like a damn fiddle. Basically, an overglorified attack dog.
Don't even get me started on that asspull Kaguya.