Archie Comics and Spotify have signed an exclusive first-look deal to adapt the publisher’s critically acclaimed and bestselling characters and stories into multiple podcasts on the streaming platform. The anticipated slate of series will span the entire Archieverse of characters, including mainstays Archie, Betty, Veronica, Jughead, Sabrina, Josie & The Pussycats and many more and is the next part of Archie’s continued effort to expand to new audiences and story-telling mediums with its wide array of world-famous characters.

The creative team at Archie Comics will collaborate with Spotify Studios on the development of multiple series, with potential for all-ages content as well as content aimed at older audiences.

This is the latest move for Spotify who has become aggressive in acquiring new content for its digital service. The company announced that it’s partnering with Warner Bros. and DC for new podcasts. The company also cut an exclusive deal with popular podcaster Joe Rogan.

The focus on podcasts is a shift for Spotify away from music which takes the current majority of revenue the service generates. The hope is to become more like Netflix with “high-value” exclusive content.

Spotify has two tiers. A free tier allows people to listen to music with ads while a paid subscription removes those ads. Podcasts however have advertisements for both free and paid, so there’s no incentive for podcast fans to pay for a service. It’s “giving away” the high value content for the cost of listening to some ads. This has lead many to question Spotify’s focus on the segment and whether it is worth the current perceived value as a company. The company has stated that those who listen to podcasts are more likely to upgrade to premium subscriptions “over time.”

Since the Rogan announcement the company has gained $20 billion in value. Podcasts may be entertaining, but are they $20 billion worth of entertainment value? Spotify is betting its future on exactly that.