ds1 hated reading until he got to the middle of Y2 - it was a real battle to get him to even read a couple of sentences and it became a vicious circle of reading and battles... horrible.
One day, middle of Y2, dh happened to read out part of a rugby report from the newspaper to him - because they both love rugby and it was an article about the team they both support and a match they'd watched at the weekend together. DS's interest was ignited - he'd never really realised that he could read about rugby before. DH then helped him to read the article - and showed him other articles and the Rugby Paper.
2 weeks later he was happily reading the rugby reports in the Daily Telegraph, including being able to correctly pronounce all the foreign players with names that use a different set of phonics to the ones we are used to - so they sound very different to how you'd expect them to if you just used english sounds.
It turned out he was just bored by the Biff and Chip books and similar that was all the school had to offer - he couldn't see the point of reading if that was all he got to read. We hadn't really picked up on this as we read a lot with him at night time and other times so he was exposed to a wide range of different types of books, it hadn't occurred to us that he didn't realise that he too would be able to read them if he wanted to...
He's now in Y7 and reads really well - but even now, he adores fact books and non-fiction, far more than he enjoys fiction. There's some fiction he loves - but in general it's the non-fiction he will pick up if he has a choice.
Have you asked him what he would like to read about - is there anything he would like to discover or find out more about, fact or fiction... Even if it is something that is too difficult for him, if it is something he is interested in and you take over the tricky words, it's a start.
DS2 picked up on reading much more quickly and didn't ever see it as a chore. One of the reasons I think was that at the time he was learning to read, ds1 was playing skylanders games which he was desperate to join in with. There are lots of little bits of text and instructions in that do get read out but slowly, so he got to watch these and then realised if he could read them himself he would get through things more quickly. I know not everybody's a fan of gaming, but if you find the right game it can help with reading - there are also some apps out there that can be good too.
Finally, if the dc were watching TV I just made sure the sub titles were on - so there were always words around for them to see.