1. Adults read less, so children see their parents reading less often (it at all!) so do not grow up thinking it is a fun thing to do. I love reading because my parents did, and my kids do because I do.

2. Schools do not make reading enjoyable. A teacher I know suggested that their school did somethings to make reading fun, and the management refused because it improve any of their metrics. A friend of by daughter's went to a school where there were times when they had to sit and read a book - nothing kills enjoyment better than being forced to do something. You are telling kids its a chore you have to do, not something done for fun.

There are other things do. There are schools that teach Shakespeare for English literature GCSE without giving them the whole text, and without watching a video of the play, let along going to the theatre.

3. There are fewer and smaller local libraries so kids cannot discover what they like as easily. There are fewer bookshops too, because people read less.

But I suspect that would not be that easy. I think both books and text adventures would be competing against activities with much lower requirements on effort, and much higher immediate rewards.

There is a linked PDF, but I'd actually be more interested in reading the original survey to see how 'reading' is being framed. Is an hour in the HN comments section counted as reading for fun?

I think it means actual books.

I think it excludes forums, discord chats, and general online stuff.

Kids are forced to read more than ever before to interact with their peers. The rise of sites like Web Novel and Royal Road are inspirational. I would guess that there are more "writers" than ever before in history.