Splash screen loading taking ages to complete

Normally, the splash screen (the small rectangle with bf5 and the woman behind) loads in seconds and the game start right up but today I was playing, the game crashed, then I restarted and it showed a green loading bar and saying it was downloading an update, 20 minutes have passed and the bar barely moved. 

I closed the ea app and started again, first I did a repair to the game files and started the game again thinking something got corrupted on the crash.

Now the loading bar is white, doesn't mention anything and it's been almost an hour and there's a 1/4 left. I can see it's downloading something at 1mb/s, through the task manager but not sure what.

This has never happened before in all these years, don't know what's going on.