I was thinking that a good way, perhaps, to get my kid (4) more interested in books would be to read him books with interesting characters, in a way that can perhaps rival the TV and YT junk.
Rival not in the sense of screen-time but brain time - the time his brain spends processing and imagining those characters which provide very little value.
Or, even though they often watched the typical junk stuff too, they started (slowly, and sometimes retroactively) applying literary thinking to that as well, and it helped them develop their taste and thinking skills.