LONDON —Warner Bros. Discovery has announced that HBO Max will launch direct-to-consumer in multiple new countries this July as the streamer becomes available in Albania, Armenia, Cyprus, Estonia, Georgia, Iceland, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Malta, and Tajikistan.

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.

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,

Warner Bros. Discovery, as it telegraphed six months ago, is breaking itself into two chunks. One company will be “WBD Streaming & Studios,” encompassing Warner Bros. Pictures, HBO, Max/HBO Max and more.

If a packed NEM crowd wanted the low-down on what the Warner Bros. Discovery split means for the international biz, it was slim pickings as WBD execs took the stage. There was, however, clarity on the rollout and programming strategy for HBO Max.

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