I found it fairly quick to get to rebirth (90 OVR), took me about 15 hours of playtime. Apparently it takes much longer to get to 99 OVR and leveling up requires more and more XP each level.
I like that it's easy to level up to a certain point cause it almost negates the pay-to-win aspect of using VC to level up your character, although I'd prefer a system with no VC at all like EA had. The multiple MyPlayers at least allows me to do a separate career with a player from scratch.