Millions of people stream videos using Netflix and other similar online services. But a new startup thinks that current video streaming services are just too challenging for many viewers, who need a more user-friendly streaming experience that more closely mirrors how many people watch television.

While other streaming video services try to distinguish themselves from cable, the startup Pluto TV wants users to think of its streaming video as akin to traditional television, according to Bloomberg. Other streaming video services force viewers to work too hard, according to Pluto’s founder and CEO Tom Ryan, so the company offers an easier platform that doesn’t require viewers to choose what they want to watch.

Instead, Pluto’s free app works like Pandora or other on-demand music or internet radio services. When users start the app, it plays whatever channel they were last watching. Instead of users having to choose what shows they want to watch, they can channel surf as they would while watching TV.

Pluto is not very transparent about its reach, but its Android app has been downloaded 500,000 times, with an average viewing session of about an hour. Since the company makes money by selling ad time, capturing viewers for an hour is important for their revenue base.

Earlier this week, to bolster its offerings, Pluto announced content deals with NBC News, Reuters, Paramount, CNET and other media partners. Previously much of the app’s content consisted of re-packaged YouTube and Vimeo videos, leaving some viewers pining for more popular offerings.

Pluto recently brought in a former Spotify top executive to serve as its chief content officer, but the company is not pinning its future on a comprehensive deal between the company and the major television outlets. Instead,

Pluto intends to aggregate content from the increasing trend of digital subscription services, like Nickelodeon’s children’s shows or the Screambox horror movies.

Other large companies are also now competing in the streaming TV space. Apple recently began selling apps for its Apple TV devices, betting that apps and not channels will be the future of TV watching.