Binge-watching is creating an up-close-and-personal relationship between Netflix Inc. and consumers.

Netflix NFLX, -3.50% has catapulted into the number five spot on the 2017 list of most intimate brands compiled by brand agency MBLM, up from number 25 in the firm’s previous Brand Intimacy Report. The brands on this list have built a strong emotional bond with consumers, and have outperformed the S&P 500 index SPX, -1.41% by billions of dollars in revenue and profit over the past decade, the study found.

Apple Inc. AAPL, -2.49% was number one on the list, with Walt Disney Co. DIS, -2.27% , Amazon.com Inc AMZN, -3.03% , and Harley-Davidson Inc. HOG, -2.76% rounding out the top five. Many brands in the top 10 have moved up the list since last year.

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Apple also topped the rankings in a number of categories, including frequency of use and “can’t live without.” Apple and Amazon were more successful than many brands at crossing age and income demographics, MBLM said. And Hershey Inc. HSY, -2.14% was ranked the most indulgent brand.

“We found that escapist brands performed especially well – mostly in the media and entertainment industry – due to the melancholy mood of the past year and the need for distraction, control and enjoyment,” said MBLM Managing Partner Mario Natarelli.

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If the top S&P 500 companies had performed at the same growth rate as the top intimate brands, the average S&P 500 business would have earned an additional $7.7 billion in revenue and $5.3 billion in profit over the past 10 years, according to MLBM.

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Many of the companies on the list of most intimate brands have moved up the list MBLM

At a time when many brands are trying to hold their ground in a highly promotional environment, the most intimate brands can also command premium pricing. Twenty-one percent of consumers are willing to pay 20% more for the brands that have the biggest emotional connections, said MBLM.

Nearly one-third of consumers (30%) are willing to pay a premium for Amazon stock, which had the highest price resilience score in the study. Amazon shares are up 42% in the past year, while the S&P 500 index is up 20.6% for the same period.

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BMW AG BMW, +0.15% and Toyota Motor Corp. 7203, -0.60% both moved down the list, coming in at numbers nine and 10 respectively, though automotive topped the list of industries with the highest brand intimacy score. The luxury and travel industries scores put them at the bottom of the list of 15 industries.

MBLM analyzed responses from 6,000 consumers and 54,000 brand evaluations in the U.S. Mexico and United Arab Emirates.