Because they're direct competitors, Netflix and Hulu find themselves in a constant battle to one-up each other on social media.

But unfortunately, sometimes the streaming services take their "jokes" a little too far. Case in point:

Last weekend, Hulu posted a cheeky tweet about the exclusive shows that *aren't* available on Netflix.

Netflix Hulu Twitter battle
photo: Twitter

"Streaming only on Hulu," the company announced. "Not on Netflix."

And without missing a beat, Netflix responded with this controversial tweet:

Netflix Hulu Twitter battle
photo: Twitter

"Welcome to your tape," Netflix wrote back. 

Wait... Did Netflix just use a suicide joke to clap back at Hulu?

photo: Giphy

It appears so: "Welcome to your tape" is a reference to the Netflix original show, "13 Reasons Why." 

Based on a popular young adult novel of the same name, "13 Reasons Why" centers on a high school student named Clay who discovers a box of audio tapes from his friend, Hannah — two weeks after she commits suicide.

In the recordings, Hannah explains the thirteen reasons why she took her own life and makes a tape for each person she feels is responsible. Hence, "Welcome to your tape."

Fans expressed outrage over Netflix's tweet.

Netflix 13 Reasons Why tweet to Hulu
photo: Twitter
Netflix 13 Reasons Why Joke
photo: Twitter
Netflix 13 Reasons Why Tweet
photo: Twitter

They reminded Netflix that suicide is not a joke.

Netflix 13 Reasons Why tweet
photo: Twitter

However, not everyone found issue with the tweet.

Netflix 13 Reasons Why tweet
photo: Twitter
Netflix 13 Reasons Why joke
photo: Twitter

Even fast food chain/notorious Twitter savage, Wendy's, gave Netflix an A for effort.

Wendys tweets support to Netflix 13 Reasons Why joke
photo: Twitter

But still, the general consensus = Netflix simply took it too far.

"13 Reasons Why" might be a Netflix show, but that doesn't give the streaming service the OK to make light of suicide. 

Other people's pain is not funny, and if Netflix wants "13 Reasons Why" to be taken seriously like executive producer Selena Gomez intended, its social media team should probably stop with the suicide jokes.