My son hates reading

My 10yr old son HATES reading. It makes me so sad that he has very strong emotions and outbursts when asked to read for 20 min each night and always argues to the point of a meltdown! I read every night and model the positive outcomes of all of the benefits of developing this strength and he wants nothing to do with it. My husband and my sons friends are all not readers, so he has this influence as well. My question is how do I help him work through this obstacle? He has a lot of years of education ahead of him where reading is mandatory. He is choosing to make it difficult and I’m not quite sure how to work through this with him.
Thank you