HBO Max will expand to 12 New territories in July; WBD execs outlined the local programming strategy at NEM Dubrovnik.

Remember the plan for HBO Max and Discovery to mix their content together into an all-new streaming called “Max”? Well, forget all that. Not even a month after declaring that Max would soon be HBO Max again,

Europe has been the fastest-growing international region for the streaming service, which is getting ready to accelerate its global growth strategy with the latest market debuts.

The first of these two companies is tentatively dubbed "Streaming & Studios," though it will almost certainly maintain the Warner Bros. name. This company will comprise Warner Bros. Television, Warner Bros. Motion Picture Group, DC Studios, HBO and the streaming service HBO Max, along with these brands' existing film and television libraries.

Warner Bros. Discovery has announced that HBO Max will continue its global rollout, with new markets including Iceland and Estonia.

The film and television giant will turn its cable networks, including CNN and TNT, into one company and its streaming and studios business into another.

Warner Bros. Discovery will split into two companies by next year, with much of its streaming and movie production moving under one company and its live sports and news to another, according to the Washington Post .