Generally Netflix shows come out at midnight... pacific time I believe. Now of course, Netflix is on demand and a lot of people won't be watching until they get home from school/work that day, and bingeing a number of episodes at once is very common with shows such as this so it would easily overlap.
It wouldn't be as bad if Netflix was a traditional television channel and airing it at the same time, but they're undoubtedly going to take a hit. Watch some random animated halloween special or watch the brand new season of Stranger Things? Not going to be a hard choice for many.
I mean we're talking about a show that released a trailer, which got 23.1 million views in the first 14 hours alone ... on one website (Facebook). This isn't even counting YouTube's views which were also in the millions at that point.