2. Expanded Universe
Star Wars and Star Trek are billion dollar franchises. You don't make a billion dollars without knowing how to merchandise. Outside of movies and TV, Star Wars and Star Trek have expanded into comic books, videogames, toys, books and any kind of merchandise you can think of. Both can boast that they have 70 million books in print. Both have produced numerous video games in every format and a steady stream of comic books. Anyone but the most diehard fan of either property would balk at trying to sort it all out. In this case neither has the clear advantage.
Winner: Draw