The underwater craft - named Titan - was in the process of giving five people onboard an in-depth look at the wreckage left of the infamous sunken ship the Titanic on Sunday.
The journey would see the submersible embark on a 12,500 feet deep expedition, overseen and operated by OceanGate.
However, one hour and 45 minutes into the dive, the submersible stopped sending signals back to the base, which instantly raised alarm bells.
The following day, a major search operation was deployed by the US Coast Guard as well as OceanGate Expeditions.
Speaking to reporters on Monday, Rear Admiral John Mauger of the US Coast Guard stressed that the Titan departed with an estimated 96 hours' worth of oxygen - meaning that rescuers are facing a race against time to find the vessel, and the crew and tourists onboard.
And while the concern for those onboard continues to grow, some social media users have directed their attention to a recent tweet posted by Netflix.
On Tuesday evening (June 20), the US streaming platform published a tweet advertising a new documentary about freediving -- and let's just say, social media users were not impressed.
"In freediving, a single breath can be the difference between life or death," the outlet wrote alongside a teaser for the show. "The Deepest Breath, a new documentary, premieres July 19." Check out the tweet below:
With so many stories about the missing OceanGate submersible currently in the news, it is perhaps expected that visuals of individuals so deep underwater would cause some social media users to become upset over the tweet.
One user wrote: "Not sure this is the best show to advertise during the titanic submarine thing..."
"You've got great timing I'll give you that," another added.
A third suggested that the streaming platform was just trying to get any form of "publicity."
"Probably not the best-timed tweet you've ever done," Fezza said, while another urged them to "read the room."
"Netflix said we're dropping the ad before the bad news is confirmed and it's even more insensitive," another Twitter user chimed in.
As the search for those onboard continues, a representative on behalf of OceanGate has released a statement to PEOPLE, informing the outlet that their "entire focus is on the crewmembers in the submersible."
The statement continued: "We are deeply grateful for the urgent and extensive assistance we are receiving from multiple government agencies and deep-sea companies as we seek to reestablish contact with the submersible. We pray for the safe return of the crew and passengers."
Our thoughts are with everyone involved as well as with those currently on the rescue mission.
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