Let’s take a real guy who’s a real ‘bad boy.’ He’s muscular, wears ‘bad boy fashion,’ drives a sports car and a motorcycle, is arrogant, sarcastic, and an asshole to his friends, family, and kids, and very clearly doesn’t love or even like his friends or girlfriend. Is it true he’s more likable than a ‘nice guy’?
I think not.
I think the aesthetic of the bad boy looks cool, and many movies and tv shows played off it to create allure for an otherwise flat character.
But in most media, the bad boy has a redemption arc and ends up being a Good Dude in the end.
In reality, what you think of as a bad boy is just an antisocial, toxic twat most people don’t want to be around.
To your ending question: I’d say they are definitely not more likeable, but they’re probably sexier.