A new video platform for lifestyle content, Wonder PL, that was launched on the 13^th of this month wants to make a name for itself through online video as well as to beat YouTube and Vimeo.

Wonder PL has the likes of Universal Music Group, Qualcomm Ventures, former Apple executive Pascal Cagni and a personal investment by Vice Media President Andrew Creighton supporting it.

This video platform will cover things to do with wellness, food, entertainment and the like all targeting women.

The difference between YouTube and this platform is that it is targeting professional content makers who will use Wonder PL for an annual fee, well of course YouTube is free for all.

“We want to be the Whole Foods of video,” said Sofia Fenichell, Wonder founder and CEO. “YouTube is Walmart.”

Wonder is going after brands and content creators such as the National Film Board of China and chef Tom Aikens. Wonder will charge an annual fee of $300 for its members to upload video.

Google’s YouTube, which is ad-supported, has more than 1 billion unique users per month who watch more than 6 billion hours of video.

Another platform isIAC/Interactive Corp.’s Vimeo which provides a platform for professional users too. Anyone can post video to the Vimeo platform for free, but it charges up to $199 for more comprehensive features like additional storage, support and the ability to sell video on demand. (Vimeo takes a 10 percent cut.) Vimeo has over 22 million registered members and reaches a global monthly audience of about 150 million.

Fenichell said Wonder will depend on subscription revenue for now but could eventually start providing opportunities for sponsored content. People view videos on Wonder in an ad-free environment.

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