Both Hive and Hue are Zigbee, but Hive for whatever mad reason are a closed system, you can't add non-hive devices to it.
You can connect your Hive setup to a Hue setup, but you need both Hubs. And then you fall down the rabbit hole of trying to get Alexa to control them, and not have 3 different devices all claiming to be Sitting Room Lights.
I have both, as I got Hive lights after we got Hive heating. Later I started getting Hue because when Black Friday rolled around the cost of Hue vs Hive bulbs for elsewhere in the house was so much better.
If I had the choice now I would have gone Hue lights from the start. So much simpler.
Ikea also do some Hue / Zigbee compatible stuff. Plus there are all the Sonoff units you can get to retrofit to existing lights.
Lets not talk about the LightwaveRF stuff I started with...