Netflix has said that it added more than five million subscribers in the third quarter of this year but signalled slowing growth.
The streaming company ended September with 282.7 million subscribers, reporting a profit of $2.4 billion (€2.2bn) on revenue that jumped 15% to $9.8bn (€9bn) compared with the same period last year.
Netflix said that it continued to build up its US advertising business, which is on track to launch in Canada by the end of this year and in other countries in 2025.
"We've delivered on our plan to reaccelerate our business, and we're excited to finish the year strong with a great slate (of shows)," the firm said in a letter to investors.
Membership on the ads plan grew by 35% quarter-over-quarter and accounted for more than half of sign-ups in countries where it is available, it added.
Emarketer senior analyst Ross Benes warned that Netflix will need to be careful not to degrade the experience for viewers as it weaves commercials into programming, and forecast that US advertising revenue would be a small fraction of the money the company takes in.
Netflix also said the average amount of time spent watching its platform grew in the recently-ended quarter.
In a bid to boost sputtering growth, the company launched an ad-subsidised offering last year around the same time as a crackdown on sharing passwords.
As part of that effort, Netflix also got rid of its cheapest commercial-free plan in the UK and Canada, with expectations of further expansions of the policy.
In the United States, the company has begun to offer some users combined packages with its one-time rivals, making itself available through joint subscriptions with Peacock and Apple TV.
The company also launched an in-house advertising platform so that brands can better optimise its customer data, no longer partnering with Microsoft for that technology.
Investors have cheered on the moves, with Netflix shares gaining ground this year - though it has warned that growth in overall subscribers could slow.
The streaming service is seen as reigning supreme over the video content market, with Disney+ still struggling nearly five years after its launch.
