LOS ANGELES (Reuters) -Streaming video pioneer Netflix ( NFLX ) picked up 5.1 million subscribers in the third quarter, topping Wall Street estimates by more than 1 million users, the company said in its earnings report on Thursday.

Shares of Netflix ( NFLX ) were volatile in after-hours trading.

Investors had expected Netflix ( NFLX ) to bring in 4 million subscribers from July through September, according to analysts' estimates compiled by LSEG. New programming during the period included murder mystery "The Perfect Couple" and romantic comedy "Nobody Wants This."

Diluted earnings per share landed at $5.40, above the consensus forecast of $5.12. Revenue hit $9.825 billion, just ahead of the $9.769 billion consensus forecast.

Netflix ( NFLX ) has been trying to shift investor attention away from subscriber sign-ups to other metrics, including revenue growth and profit margins. The company said its operating margin hit 30% in the quarter, compared with 22% a year earlier.

"We've delivered on our plan to reaccelerate our business, and we're excited to finish the year strong with a great Q4 slate," the company said in a letter to shareholders.

Netflix ( NFLX ) is working to increase revenue from its new ad-supported plans but has said it does not expect advertising to become a primary growth driver until 2026.

In the September quarter, Netflix's ( NFLX ) ad-supported service accounted for more than 50% of signups in countries where it was available.

Part of the plan centers around live events including sports, a big draw for advertisers. In November, Netflix ( NFLX ) will stream a fight between YouTube star Jake Paul and Mike Tyson, followed by its first NFL games in December.

"Advertisers want to be part of big cultural moments. Compelling live programming will always amass and unite people for a snapshot in time," said Forrester's research director, Mike Proulx. "For brands, that's a captive audience who's ripe for advertising messages."