American conservatives have threatened to boycott Netflix after the streaming site announced a partnership with Barack and Michelle Obama for a multi-year project.
The Obamas are listed to produce a range of films and content for Netflix, including scripted and unscripted series, documentaries and features.
The announcement comes less than two months after the streaming network named former Obama-era national security advisor and ambassador Susan Rice to its board of directors.
Right-wing Twitter users have responded with the #BoycottNetflix hashtag, which first surfaced when Rice was announced as a collaborator.
Some took to Photoshop to express their anger.
Some claimed to be selling their stock in the company.
Others said they'd already sold theirs.
One user, on the other hand, got spiritual in his response to the announcement.
Despite their anger, according to Charlton McIlwain, a professor at New York University who specialises in media and social movements, Netflix has nothing to worry about.
Netflix has little cause for concern. Even if it proliferates for a moment, what we know from research suggests this opposition will remain within a narrow echo chamber. It will likely not spawn any significant action.
In a statement announcing the deal, Barack Obama expressed his excitement at the collaboration:
We hope to cultivate and curate the talented, inspiring, creative voices who are able to promote greater empathy and understanding between peoples, and help them share their stories with the entire world.
Michelle Obama hinted that they will use the platform to promote content aimed at healing societal divides:
Barack and I have always believed in the power of storytelling to inspire us, to make us think differently about the world around us, and to help us open our minds and hearts to others.