In this article, we define operator algebras internal to a rigid C*-tensor category C. A C*/W*-algebra object in C is an algebra object A in ind-C whose category of free modules FreeMod(C) (A) is a C-module C*/W*-category respectively. When C = Hilb(fd), the category of finite dimensional Hilbert spaces, we recover the usual notions of operator algebras. We generalize basic representation theoretic results, such as the Gelfand-Naimark and von Neumann bicommutant theorems, along with the GNS construction. We define the notion of completely positive morphisms between C*-algebra objects in C and prove the analog of the Stinespring dilation theorem. As an application, we discuss approximation and rigidity properties, including amenability, the ...