Warner Bros. Discovery (WBD) is set to launch the new HBO Max in 12 new countries this July, bringing the streaming service to nearly 90 markets worldwide as it closes in on its goal of reaching 100 territories. The latest expansion—primarily across Europe and Asia—includes Estonia, Latvia, Lithuania, Albania, Armenia, Cyprus, Georgia, Iceland, Kazakhstan, Kyrgyzstan, Malta, and Tajikistan, according to The Hollywood Reporter who revealed the news exclusively. Additional launches are planned in 2025 and into 2026, WBD said, adding that “momentum continues to build for HBO Max.”

The move follows HBO Max’s recent debut in Turkey (via the acquired BluTV platform) and Australia, reinforcing WBD’s aggressive global growth strategy. Europe has emerged as the service’s fastest-growing region, with over 2.5 billion hours streamed since launch. Sports content, including tennis Grand Slams and cycling’s Grand Tours, will also be available in select markets.

The new markets will offer HBO Max’s two-tier subscription model: a Standard Plan (two streams, Full HD, 30 downloads) and a Premium Plan (four streams, 4K UHD, Dolby Atmos, 100 downloads). Subscribers will gain access to HBO originals (The Last of Us, House of the Dragon), Warner Bros. films (Dune: Part Two, Harry Potter), Max exclusives, and upcoming series like IT: Welcome to Derry.

Europe has proven particularly receptive to local original productions (LOPs), with 70% of EMEA subscribers watching at least one. Poland leads in engagement, contributing four of the top five most-streamed LOPs, including The Eastern Gate and The Thaw. Meanwhile, The White Lotus has become the platform’s biggest acquisition driver in the region.

With 122.3 million global subscribers (up 5.3 million last quarter) and more launches planned for 2025-2026, WBD’s streaming chief JB Perrette called the expansion a "key step in establishing HBO Max as a worldwide entertainment leader." Next year, the service will debut in Germany, Italy, and the UK, further solidifying its international footprint.