With the gradual roll out of Amazon’s new video service, starting today, the company hopes to have fixed everything that was holding back adoption of its original “UnBox” video download store.

Gone are the lengthy downloads or the need to install special software, and instead, “Amazon On Demand” utilizes streaming so that content begins playing almost immediately all within a standard web browser. Additionally, the relaunched service is now Windows and Mac-friendly, and will also be available through Internet-connected televisions, starting with Sony Bravia TVs that are compatible with the company’s rather costly Bravia Internet Video Link device.

“For the first time, this is drop dead simple,” Bill Carr, Amazon’s vice president for digital media, tells the New York Times. “Our goal is to create an immersive experience where people can’t help but get caught up in how exciting it is to simply watch a movie right from Amazon.com with a click of the button.”