Off hand, with my poor old addled brain I could not tell you which way my various counters run. I simply keep an eye on the up/down direction when winding on between frames.
So no preferences here.
The one that does get me though is when using bulk loaded film.
After cutting off a suitable length of film, it is pot luck as to which end of the film I tape down to the spool.
The result is, some negative sheets count up from the start, and some negative sheets count down on the edge numbering of the film.
It can confuse a little when making a series of test shots, and comparing sequential pictures with notes.