If you use Netflix, rejoice. The DVDs-in-your-mailbox rental service just got a little more convenient. For $99, you can purchase Roku’s Netflix Player on which you can view all the “Watch Now” movies and TV shows on your tube. Previously, Netflix’s “Watch Now” option was only available for PC user. Unless you hooked up your computer to your television, it was pretty hard to view one of these films on your home theatre set-up. The best part? There’s no monthly fee. If you have an Netflix unlimited plan (the plans that start at $8.99/month and up), you’re all set. Just plug Roku in.

I think this is a big jump for Netflix. I’ve always wanted to use the “Watch Now” feature on my Netflix account, but was unable to because I use a Mac. And no, I wasn’t planning on loading Windows on it just to use it. But now for just $99, I watch these films right on my TV without having to wait for a Netflix mailer.

Some critics, such as those over at Seeking Alpha, criticize Roku’s Player for its limited titles and the fact that you’ll just have to add another box to your living room. Granted, Netflix doesn’t have all the latest titles as “Watch Nows.” But I’m perfectly happy watching older films and catching up on the first few seasons of Heroes on my Roku.

Overall, most critics are giving it praise. Wired even called it “just shy of totally amazing.”

And hell, Netflix even has plans to upgrade everyone’s Roku through a software download so it can support HD content with 5.1 stereo surround. What’s not to like? I’m sure more titles will be added to the “Watch Now” feature in the near future.

Bye, bye Apple TV and Vudu. Netflix seems to have got it right yet again. Now I just need to wait for my Roku to come in the mail.