It sounds like you may be using a feather or down pillow. These pillows are very soft and comfortable, but often will lose their support, especially as the night goes on. I also should say day, depending on when you sleep.
This is a big reason I don’t love these kinds of pillows; you need the neck support throughout the night! A proper neck pillow should hold neck support.
Even neck pillows, however, will eventually lose some support, and then it may be time for a newer support pillow. The one I’ve found to have the best life span is Arc4Life’s traction pillow.
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