We consider the holographic Friedman-Robertson-Walker (hFRW) universe on the 4dimensional membrane embedded in the 5-dimensional bulk spacetime, and fit the parameters with the observational data. In order to fully account for the phenomenology of this scenario, we consider the models with the brane cosmological constant and the negative bulk cosmological constant. The contribution from the bulk is represented as the holographic dark fluid on the membrane. We derive the universal modified Friedmann equation by including all of these effects in both braneworld and holographic cutoff approaches. For three specific models, namely, the pure hFRW model, the one with the brane cosmological constant, and the one with the negative bulk cosmological constant, we compare the model predictions