We do a lot of shared reading. We snuggle on the couch or bed and read aloud to each other. It started off with DS reading once sentence from each paragraph or page, then we'd alternate paragraphs, then pages. One night when he was about 8 yo I was reading aloud a bedtime story to him and his little brother; I was tired and finished reading on a cliffhanger. They begged me to read more, I said I was too tired but that DS could read more if he wanted to. He did :) He read until both boys were satisfied with where the story was going (not on a cliffhanger lol). Since then, he reads aloud to us as much as he wants.
He doesn't like reading by himself (and I don't force it); he enjoys the combination of a good story and sharing it with others.